Top Menu

Research tells us that mature consumers place a high value on product trials, and on referrals.

Vaseline’s new campaign tracking lotion recommendations in an Alaskan town demonstrates the power of one plugged-in 40+ consumer. As Stephanie Clifford notes in the New York Times:

“Rather than creating an online social network, [Vaseline] is aiming to map the social network of a small town in Alaska …Vaseline representatives began mapping who was suggesting the lotion to whom. It was not curiosity that drove them, but commercialism. They were trying to find a plugged-in Kodiak resident who had widely recommended the lotion, to be featured in commercials.

They found her in Petal Ruch, a voice coach and 40-year-old mother of four.”

The campaign reminds us that – especially with older consumers – “social” and “network” have meanings beyond the buzz.

About The Author

Erin Read

For nearly 13 years, Erin Read spearheaded integrated and digital marketing programs for Creating Results' clients. She directed and co-authored four national studies/eBooks (Photo Finish and three editions of Social, Silver Surfers) and served as the principal blogger for Mature Marketing Matters. Now a consultant to the agency, Erin is leveraging her expertise in marketing to baby boomers and seniors while tackling new challenges. Find her on LinkedIn .