Marketing Genius at Its Finest

If I tell you that Amazon and Pampers have teamed up to offer nappy (diaper) shopping on Facebook, you may not immediately think that this justifies the headline. Especially if you think that Facebook is just for the very young and students(*).

Let me explain why I think this is absolute marketing genius.

When you’re a new mum, you’re awake and asleep at very strange times of the day and night. Your social life is somewhat constrained by the need to feed your little one about a zillion times a day. You’re so tired you can’t really have a coherent conversation, but at the same time, your life has all sorts of new and stressful stuff that you want to talk about. What do you do?

The answer for me, and overwhelmingly for my female friends, was – Facebook! Any time of the day or night, you can log on and leave a comment, question or rant, and within at most a few hours you’ll have had replies, sympathy, advice. Often within minutes. Of all your friends, one is probably awake – especially if you have friends who are also new mums. Honestly, I promise you – Facebook between 2am and 5am is new-mum central – the place is swarming!

And while you’re on there waiting for a reply, if someone offers you nappies, delivered, at a good price – why wouldn’t you? Kill two birds with one stone, and you don’t have to get up, showered, dressed and out as early in the morning to do a supermarket run. Fantastic!

This is a fine example of someone doing market research and discovering a market that wouldn’t immediately come to mind – and I predict that they’ll make a fortune. Social media – it’s not all glamorous, but it DOES have huge opportunities for any company that can use it to actually make peoples’ lives easier.

(*) Did you know that less than 1/2 of Facebook users in the UK are under 25? And that there are more Facebook users in the 25-34 age range than in the 18-24 group? And about the same number of users aged 35-64?
Have a look at http://www.checkfacebook.com/ to see a breakdown for your country or area.

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