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Innocent increase brand love by embracing Mumsnet community
Innocent’s success in increasing positivity on Mumsnet shows that marketers can boost a target market’s affinity for a brand by making them feel included.
Innocent recently called on the mothers of Mumsnet to take part in its ‘Insight Panel’, with the brand asking for mothers with children aged 4-9 from the site to become panellists for the brand. The position allows mothers to take part in projects looking at Innocent’s marketing materials, product development and to help the company create a recipe book. Working with Mumsnet to create a recruitment thread, mothers were invited to put themselves forward to take part in the project on the site.
WaveMetrix social media monitoring shows that Innocent were successful in increasing positivity on Mumsnet towards the brand by making mothers feel included and giving them a sense of belonging. By opening the ‘Insight Panel’ channel to mothers, giving them a chance to have their own say on the brand, mothers became more positive, with their inclusion leading them to praise Innocent’s “lovely” smoothies.
Innocent’s strategy on Mumsnet increases positive discussion towards the brand:
- About a third of mums on Mumsnet are negative towards the Innocent brand before the ‘Insight Panel’ announcement: While Mumsnet is generally a hostile environment for brands, the majority of mothers on the site say they “love” Innocent’s “delicious” smoothies and vegetable pots. However, a third of mothers are more critical, saying they find Innocent smoothies “horrid” and their vegetable pots “vile”. Others also say Innocent’s smoothies are “not as good” as “real” fruit for their children and complain that they are “unappetising”
- Positivity towards the Innocent brand increases significantly after the announcement of the ‘Insight Panel’: Prompted by the opportunity to join the panel, which makes mothers feel included, fewer mothers on Mumsnet are critical towards Innocent, with the vast majority of mums saying they and their families “love” Innocent Smoothies. Mums asking to take part in the panel also praise the brand, saying they are “excited” to take part and “cannot wait” to taste Innocent Smoothies
Mothers talk most about the ‘Insight Panel’ opportunity, but this also drives some to discuss Innocent’s products:
- The majority of mothers praise Innocent’s strategy: Mums positively receive Innocent’s ‘Insight Panel’ strategy, asking that they be “selected” to “join” the panel, as they “would love” the opportunity to take part. Others ask that they be selected because they “love” Innocent’s products and would be “excited” to join the panel
- The ‘Insight Panel’ announcement drives mothers to talk about Innocent’s products: Users of Mumsnet say they “love” Innocent Smoothies and comment that their families are also “fans” of the products. Those who have never tried the products before are also driven to comment, saying they “cannot wait” to try Innocent’s products