Like a lot of other folks, I felt the Motrin Mom "sling baby" campaign really missed the mark. It was yet another example of good strategy, but poor execution.
Or was it?
In her article, Using Social Media to Listen to Consumers, Abbey Klaussen had this to say about the campaign:
Last fall, Johnson & Johnson's Motrin broke creative of a mom complaining that wearing your baby "in fashion," via a sling, can cause back and neck pain. It offended some in the social-media sphere, and an army of Twittering moms got the brand to yank the ad and issue a mea culpa on its site. But, according to a Lightspeed Research survey, almost 90% of women had never seen the ad. Once they saw it, about 45% liked the video, 41% had no feelings about it, and 15% didn't like it. Even fewer, 8%, said it negatively affected their feelings of the brand, compared with the 32% who said it made them like the brand more. Was Motrin's decision to yank the ad and apologize the right one -- even if it made the problem go away?
Wow - what's going on here? How could the Lightspeed Research survey produce such a different response from the moms in the social media hemisphere?