Cuisinart Canada Creates 'Word of Mom' Campaign
Cuisinart Canada initiated a new word of mouth campaign this fall targeted at busy mothers, which it's calling a "Word of Mom" program. The company, which manufactures kitchen accessories, is hoping to turn parents into brand evangelists via a partnership with social networking site urbanmoms.ca. The blog-style site does not sell advertising, but rather "invites" certain brands to participate in its online community; in this space, Cuisinart Canada has created a "Cuisinart Kitchen Party" section in which moms can share recipes, product evaluations, food stories, and more. Recognizing that moms connect offline, too, the company will begin hosting real Kitchen Parties in moms' homes early this year, teaching women and their friends time-saving recipes that they can make with Cuisinart products -- a unique way to not only engage consumers, but excite them, too.
