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Measuring Brand Esteem through Social Media, Insights Lab Episode 2

Hear the AMP Insights Lab perspective on social media metrics and measuring what matters. AMP Agency presents Videos by the Insights Lab- a think tank dedicated to uncovering, understanding and leveraging the best way to connect brands with consumers via the latest technology. To learn more about these metrics, download the Psychology of Social whitepaper at http://bit.ly/z0OQvX

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time. If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate. The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible. Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads. We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time. As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

  • 2 min read
  • April 15, 2011

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time. If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate. The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible. Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads. We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time. As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

The Long and Winding Road'?¦ That Leads to Brand Loyalty

Today might be the worst day for an artist to release an album, unless you are The Beatles.  40 years after the group split and 10 years after the launch of iTunes, The Beatles are now available for digital download. Apple teased the launch on 11/15 with their announcement that 'Tomorrow is just another day. That you'll never forget.'  Speculation around the announcement ranged from chatter about a cloud-based subscription service to Ellen DeGeneres' latest tweet: 'Apple says iTunes is making a big announcement tomorrow. If it's a baby, I hope they name it Ellen.'? While I'm excited to purchase a new digital version of Yellow Submarine, my favorite Beatles songs are already on my iPod. Or in the words of @adamisacson 'Today, Apple is announcing to the world that millions of baby boomers still don't know how to rip mp3 files from their record collections.'? I was looking forward to the 11/16 release of my favorite American Idol, Lee Dewyze's new album ' but 12 hours after it should have been available on iTunes, it is still not there. Lee has been patiently thanking fans today via Twitter for their support while iTunes figures out why his album isn't available yet'?¦ In a recent tweet he is reminding fans that his album is available right now on other online sites. And yet here I am still waiting for iTunes to figure out their Beatlemania before I jump ship and purchase elsewhere. I'm mostly waiting for the ease of iTunes & iPod syncing, but apparently I'm more loyal to Apple than I ever realized. I don't own an Apple computer, or even an iPhone although I do have more than one iPod, love a good Justin Long commercial and I'll be the first in line for a Verizon iPhone if it ever happens. As a marketer I know brand loyalty is important, but today I have seen firsthand how impactful it can be. If I remember today for anything, it might be for realizing the true effect of brand loyalty. Oh and for Lee's new album, which as of 12:05 PM is now available on iTunes. Congratulations @LeeDewyze! PS.  Does this mean Garth Brooks is coming to iTunes next? That will be the day that my iPod will never forget.

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