CINCINNATI: Procter & Gamble and Quickie Manufacturing have enlisted the help of a "mommy bloggers" network as part of their broader social media strategies.
Ad Week reports that TwitterMoms is working on initiatives to provide the advertisers with ratings and reviews of their products.
The move is a reflection of the growing economic power wielded by mothers' social networks, which are generally used by members to exchange parenting tips and recommendations online.
TwitterMoms has 30,000 mothers within its network, with each member retaining 1,000 or more followers on Twitter.
Advertisers using the service send groups of bloggers product samples, which they then try out at home.
If a product "meets or exceeds" expectations on 85% or more of occasions, it gains the right to display a special "Moms Like This" seal of approval on its packaging.
Positive word-of-mouth about the brands could also be spread via the mothers' Twitter followers.
The seals themselves incorporate QR Code technology, meaning that shoppers will be able to scan the packaging with their smartphone and browse the mommy bloggers' ratings instantly.
Augie DeLuca, Quickie's cmo, said that the initiative allows the firm to offer customers "unbiased and objective feedback".
Quickie is to launch its first product carrying the TwitterMoms seal in October 2010.
Data sourced from Ad Week; additional content by Warc staff