My Berocca goody-bag arrived last night full of cool stuff. For all that I have blogged (which I stand by) I still think this initiative was a great idea – only it could have been better executed.
I also still stand by the fact it has been executed by Bayer‘s marketing team or agency in conjunction with the legal department.
The blogger’s pack contains a letter telling us our email addresses will be used to send us occasional emails about Bayer’s future blogging initiatives, but we can opt out if we want. That’s fair enough.
The letter is as impersonal as the rest of the campaign, beginning ‘Dear Blogger’ and ending ‘The Berocca Team’ which is unsurprising.
And as per the rest of the campaign it takes a very tactical – dare I say narrow-minded – approach to blogging by emphasising the great link love we get from Berocca’s blogger relief page on their website.
All in all I think it has been – and continues to be – a really interesting foray into blogger engagement; certainly different from most.
Likes – the origins of the initiative, the news story about bloggers’ stress levels, was spontaneous and fun and was something Berocca could really piggy-back.
Dislikes – the impersoanl communication with bloggers: generic intros and sign-offs to emails and letters; infrequent communications and periods of radio-silence.
Tips for next time – "Hey, Berocca, this cool thing called email means it’s really easy to contact people directly, cheaply and quickly. You should try it sometime!"