While parenting bloggers play a big role in Graco's new, integrated marketing campaign that is rolling out, the effort is just the latest example of the baby products marketer's growing commitment to social media.
The campaign is meant to mold parents into loyal customers for the entirety of the time their children need car seats — which can be up to 10 years.
One way the campaign addresses loyalty is with the “Ready. Safe. Go!” club, a loyalty program that offers tips on car seats and special offers from several participating manufacturers for which visitors to the Web site can sign up. For every 10 people who join the club through the end of December, Graco will donate a car seat to a family in need.
