The human touch is the vital ingredient to blogger outreach campaigns, urges Coca-Cola GB Head of Media Relations Sarah Tuke. Rather than go to key influencers with a 'fait accompli' brands should
concentrate on collaborating. Speaking at Mumsnet's Mumstock conference yesterday, Tuke revealed that by engaging mum bloggers with the development of its "recyclometer" product, it made the tool
"much better" than Coca-Cola could have made it without engaging mothers. Although the channel may be digital, Tuke further advised brands to meet bloggers face to face.
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