Yahoo’s 1st mommy blogger campaign — Nicole Rodrigues // NRPR Group

Quotes

• "In the early 2000s, just about everyone wanted to tap into this uber-focused market. If you caught the attention of moms who were basically like the decision-makers when it came to purchases in the home, you got to them, and you got into their network for many brands. That was it, and that was your golden ticket." - Nicole Rodrigues

• "We came up with the concept of the motherboard. We offered these moms, and it started at 10, behind-the-scenes looks and access to Yahoo products. And we said in exchange, all we ask is that you will at least consider mentioning Yahoo or Yahoo products in a blog post." - Nicole Rodrigues

• "These moms were so engaged, and we sent them links to Yahoo and articles they could work on their blogs. It became this incredible machine, this reciprocated, like love machine where they would talk about Yahoo stuff, and we would keep feeding them information. And it helped both sides." - Nicole Rodrigues

• "So, it became a program we didn't overthink regarding the KPIs. Was it engagement? And is this working? That became a huge factor. And then, what we could do was measure traffic so that we could see how many of these moms included links in their blog posts. How much traffic did that generate? And we saw that that was working. So that being a thing, Yahoo was happy with it." - Nicole Rodrigues

• "PR teeters on this little fence. We're thought of as that bridge to journalism, and our job is to help bridge the gap between traditional media and whoever our client is. And so not everyone then thinks of us in the marketing mix." - Nicole Rodrigues

• "I like to tell founders that it's not me; it's you. You've got to be okay with laddering up, and you've got to be okay with talking to someone in your backyard about what you're doing and building and not letting your ego get in the way of who and what you're going to talk about." - Nicole Rodrigues