Palmer’s has launched a campaign with Mumsnet and Netmums to help promote its Palmer’s Skin Therapy Oil products and create feedback.
Navigate Digital was appointed to help Palmer’s with the campaign, which will use the forums on the parenting sites to help create feedback on its original Cocoa Butter and Rosehip variants.
Sharan Cheema, account director at Navigate Digital, said: “Mums are a core demographic for Palmer’s, and reaching out to a core user base in this way gives it a great chance to understand how users will really respond to the new product in their own homes. Palmer’s can then use that knowledge in its future marketing and development.”
Zahira Beddou, brand manager at E.T. Browne, Palmer’s brand owners, added: “The chat rooms are the key areas for both sites so it’s important to have a presence there and for us to generate real reviews and feedback on this product.
“Other advertisers have done this before but it’s a first for Palmer’s. We know that this audience loves other products in our range, so it was important for us to understand how this section of our customer base feels about this product in our line-up.”
The campaign will roll out at the end of the month.