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Rubbermaid partners with popular blogger to engage young moms

November 2, 2009

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.

Tagged as: big business social media, BigTent, corporate social media, Jim Deitzel, Leanne Ely, Newell Rubbermaid, Saving Dinner, Social Media Business Council, social media case study

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