Mummy Blogger Brand Index – February

Last month on the Tots100 blog, we took a look at which brands and products British Mummy and Daddy bloggers were talking about the most. The post proved very popular, so we’ll be making this a regular monthly feature, where we’ll track the impact of blogger outreach and marketing campaigns on parent blogs.

How it Works

We calculate the list by taking the entire output of the top 100 blogs in the Tots100 February index and running it through a word analysis engine – this allows us to track the frequency with which words are used – although we’re not tracking sentiment.

Last month, we found that the biggest campaigns were Disney, Hovis and Ikea – and 2 of those brands still make the top 50 for February. However, there are some new brands being talked about on the UK’s top Mummy blogs and Daddy blogs this month.

Top Brands during February

The most commonly talked about brand in February was Tesco, thanks to a campaign which saw the retailer offer bloggers a hefty discount voucher for its online shopping service, as well as discount codes for bloggers to pass on to their readers. Sainsbury’s made the list too, thanks to coverage of an event organised jointly with British Gas, to talk about sustainability and green energy.

After Tesco, the biggest brand on Mummy blogs this month was another paid-for campaign – Betty Crocker, which paid bloggers to post content about making pancakes, ahead of Shrove Tuesday next month.

Other notable successes this month include Rowse Honey (sent sweet treats to bloggers), Boden (invited bloggers to test its kids’ clothing range, and gave away vouchers) and Dairylea (invited bloggers to London for cookery tips).

Several brands from last month’s list still make the top 50 most talked about brands for February, including Nokia/Ovi and Disney/Tangled – the latter perhaps because families headed off to the cinema for half-term.

[Disclosure: I have provided consulting services to both Tesco and Betty Crocker]

Here’s the full list of the 50 Most Talked About Brands on British Mummy blogs this month:

1. Tesco
2. Betty Crocker
3. Rowse Honey
4. Peppa Pig
5. Nigella Lawson
6. BBC
7. Kiddicare
8. Disney
9. Jamie Oliver
10. The Sun
11. Save the Children
12. Kindle
13. Dairylea
14. Amazon
15. iPhone
16. Scalextric
17. Maclaren
18. Shloer
19. Sudocrem
20. iPod
21. Sainsburys
22. Olbas
23. Waitrose
24. Appliances Online
25. X-Box
26. Playmobil
27. Justin Bieber
28. Ambi One Man Band
29. Kinect
30. Ovi
31. Starbucks
32. Nestle
33. Wii
34. British Gas
35. Vertbaudet
36. Disneyland
37. Etsy
38. Giorry
39. Ikea
40. Paultons
41. Bottlegreen
42. Nokia
43. Nutella
44. Palmolive
45. Cadbury
46. Douwe Egberts
47. Huggies
48. Ocado
49. Pampers
50. Kelloggs

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Written by Sally Whittle

Sally is founder of the Tots100, and hopes one day to become an Evil Overlord and take over the world. In the meantime her blog, Who’s the Mummy, is all about life as a single Mum to seven-year-old Flea.

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