How Pfizer's influencer marketing boosted Children's Advil

This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US.

How Pfizer's influencer marketing boosted Children's Advil

Stephen WhitesideWarc

Modern moms have become so reliant on their peers for online advice about goods and services that digital pockets of interest have become critical points of connections for brands – destinations that Children's Advil, Pfizer Inc.'s over-the-counter medication for kids, has successfully tapped into using influencer marketing.

"A product endorsement from a mom to another mom is going to carry a lot of weight, and trust, and influence," Pina Hornyak, senior consumer engagement manager at Pfizer, told delegates at ad:tech New York, a two-day conference held in November 2013.

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