When General Mills was planning the launch of its Yoplait Kids product line earlier this year, the marketing team knew that reaching mothers of toddlers, the target audience, was critical to its success.
"It was definitely a 'mom' strategy to get people talking about it," says Greg Zimprich, director of brand PR for General Mills.
Part of that strategy included traditional tools like SMTs, press kits, and RMTs, but the fact is that this target audience is no longer glued to ...