Blogging is stressful aka the creative idea supporting Berocca’s recent bloggers’ outreach. Rather than pitching bloggers directly, Berocca advertised the blogger’s stress relief pack on their own website… I heard about the campaign via a friend’s blog… in other words, viral WOM does work ;)

 

 

 

Berocca put together a really funky creative campaign offering 50 lucky bloggers stress relief packs (see picture below)

 

 

I had never heard of Berocca before (I am rarely sick!), hence their campaign did really work well in terms of raising awareness… and I am now a convert after trialling the product on Saturday morning (much better than standard vitamin tablets!)

 

I however have a couple of negative comments regarding the management of the campaign:

 

  • The whole campaign is based around the idea that blogging is stressful and Berocca seems to be positioned as a stress tablet, when Berocca is in fact vitamins and minerals… not sure how ethical this is…  

 

  • The Berocca website states: “Keep on blogging and we’ll feature some of the best blogs we see on this page in the coming weeks”…. I think whoever spreads the word about the Berocca campaign should be featured on the Berocca blog, AND it took me ages to figure out where the featured  blog was (top of the screen). Berocca could add legitimacy to the project by having one of their own staff do a weekly blog on the site, or on a sub-domain… it wouldn’t do anything but help promote the idea and show they know what they are talking about rather than just linking to the Guardian

 

 

Verdict:  I loved the idea behind the campaign but I think the overall approach could be more personal, i.e. less ‘dear blogger’ ;)

 

If you’ve enjoyed this post, you can find out more about the Berocca campaign here and here