Graco
Grabs Influential Moms for Sustainable WOM
Success
Graco and its agency, WOMMA member company
Converseon, have spent the past 18 months crafting a word of mouth
marketing effort with sticking power. Graco has tapped into
influential online moms, creating meaningful, interactive
relationships that put these consumers' highly connected networks
to work. The effort began with some intensive listening, and ended
with results that put Graco in the center of online parenting
conversations and ultimately humanize the brand. The company
created and launched its own parenting blog with a thriving
audience in the thousands. Graco also hosts offline blogger meetups
and has footprints in a variety of social media spaces including
YouTube, Twitter, and Flickr.
Graco（固瑞克，美国童车知名品牌）赢得了妈妈们的信任，在口碑营销上取得了巨大成功
在过去的18个月里，Graco和它的营销代理商在口碑营销方面下了大力气，成功打通与具有网络影响力的妈妈们的沟通渠道，并与之建立起有效的互动关系，使得妈妈们高度集中的交友圈子能为Graco的推广所用。这项工作始于Graco及代理商在社会化媒体的渠道里广泛倾听消费者们的谈论，最终的结果是Graco成为网络里爸爸妈妈们谈论的焦点，并且最终使得品牌更显人性化。该公司还发动爸爸妈妈们创建自己的亲子博客，博客聚集了数千人关注的人气。Graco也组织博客主们的线下见面会，并把营销的触角延伸到社会化媒体介质的方方面面，如YouTube,
Twitter和Flickr。