It seems that Australian brands are finally cottoning on to the pulling power of blogging mums.
Kleenex’s website aimed at blogging mums has well and truly taken off, with new content added daily on a wide range of subjects from health, the home, cooking, and parenting advice. Admittedly topics that are neither radical nor particularly thought-provoking, the website is nonetheless intelligent and a resource mums will actually use.
Mum-blogging has been on the rise in the past few years, as it offers a place where often isolated stay-at-home mums can connect with other mums, sharing not only their experiences and frustrations, but tips and advice on parenting, marriage, cooking and much more.
Blogs by mums are nearly always designed to appeal to other mums, and in a survey of women by Kleenex, it seems as though women don’t feel that the marketplace is full- with 46% stating that they regularly read blogs, and 13% feeling they have something else to offer, and would consider blogging themselves.
With this in mind, aside from establishing their own mum-friendly blog, have released a free e-book instructing mums on how to start one of their own.
Kleenex has successfully realised the potential of mum-bloggers, and is providing a platform for them to grow. They are showing other brands, who have tentatively approached the area, exactly how it is to be done. Both Westfield and K-Mart tried to gain the attention of mum-bloggers late last year when they offered women the chance to win gift vouchers if they blogged in a creative way about the brands each had available.
Westfield offered $100 dollar vouchers, but K-Mart only offered $20, neither of which was really greatly enticing for the bloggers. They were being asked to spruik products for the brands, and were not even guaranteed a prize, which even if they did win, was only quite a small amount. The mum-bloggers have a little more integrity than that.
Kleenex on the other hand, is asking nothing from the mothers, and is instead giving them the resources to share and connect with other women. They will most likely reap the rewards, as the growth of the “Kleenex Mums” blog is drawing more women to the site, increasing brand awareness and creating a positive image among mothers.
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