Case Study: Carolina Pad

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Carolina Pad is a maker and distributor of school supplies. The company recently hired April Whitlock as their director of brand management, for her knowledge of social media and innovative uses of the Internet. A major part of her internet strategy was a creative use of blogs and bloggers, especially mommy bloggers. Mommy bloggers are typically stay at home mothers who write about their lives and the products they use. They often disclose when they have received samples to try out from a company, and their reviews ranged from very positive to very negative. Carolina Pad had a limited promotional budget, Whitlock believed this was a great opportunity for increasing exposure of their products with low costs compared to traditional advertising.
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