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Rubbermaid partners with popular blogger to engage young moms

Corporate Social Media Case Study: Newell Rubbermaid

To reach and engage young moms online, Rubbermaid partnered with Leanne Ely, a popular author and nutritionist from the social community BigTent, who leads the popular group Saving Dinner. Rubbermaid conducted a complete kitchen makeover for Ely, who then blogged about the experience and offered Rubbermaid coupons to her 50,000 readers.

“I wanted to be really sure that whatever they did, it was very clear that this was a paid sponsorship campaign,” said Jim Deitzel, Rubbermaid’s manager of e-marketing and brand communication. “I did not want it to come across as, ‘Oh this lady just happens to be making a kitchen makeover with Rubbermaid products.’”

The partnership resulted in nearly 1,000 consumers downloading a $1 Rubbermaid coupon; roughly 2,500 people linked to the blog. Rubbermaid also received lots of useful feedback and comments submitted by readers about its products, the campaign, and the blog.

Learn More: ClickZ

Disclosure: Newell Rubbermaid is a Social Media Business Council member (and an awesome one at that!), but even if they weren’t, we’d write about them anyway.

November 2, 2009 9 comments

9 Responses

  1. corporateblogs 2 November 2009 at 9:44 am #

    Rubbermaid partners with popular blogger to engage young moms: Corporate Social Media Case Study: Newell Rubber.. http://bit.ly/JlR9J

    This comment was originally posted on Twitter

  2. amadnoy 2 November 2009 at 9:58 am #

    Rubbermaid partners with popular blogger to engage young moms: … Microsoft (12), Microsoft Sync (1), mig33 (1.. http://short.ie/k9dhdy

    This comment was originally posted on Twitter

  3. SocialMediaOrg 2 November 2009 at 10:19 am #

    Rubbermaid partners with popular blogger to engage young moms http://bit.ly/1Ii4PE

    This comment was originally posted on Twitter

  4. bizopps 2 November 2009 at 4:47 pm #

    Rubbermaid partners with popular blogger to engage young moms http://bit.ly/4699zN

    This comment was originally posted on Twitter

  5. MaxAffiliate 2 November 2009 at 7:49 pm #

    Rubbermaid partners with popular blogger to engage young moms: From the Social Media Business Council’s Bus.. http://bit.ly/m1f4W

    This comment was originally posted on Twitter

  6. VentureGained 2 November 2009 at 8:24 pm #

    Rubbermaid partners with popular blogger to engage young moms http://bit.ly/3nDIs

    This comment was originally posted on Twitter

  7. savingdinner 16 November 2009 at 10:13 am #

    Cool! My Kitchen Makeover+@Rubbermaid = SUCCESS!! http://bit.ly/2RqpUS

    This comment was originally posted on Twitter

  8. barefoot_exec 16 November 2009 at 12:55 pm #

    Kudos @savingdinner –> what a great idea! http://bit.ly/2RqpUS

    This comment was originally posted on Twitter

  9. GinaParris 16 November 2009 at 12:57 pm #

    Very Cool! RT @barefoot_exec: Kudos @savingdinner –> what a great idea! http://bit.ly/2RqpUS

    This comment was originally posted on Twitter