Our idea started right from here: to create a blog handled by three mothers passionate about technology telling their experiences to dispel the myth that videogames are violent by nature and more suited for adults rather than children.

Dicelamamma.it is an unbranded blog: a hub for mothers’ online conversations about education, technology and everyday life and it’s supported by pages on Facebook, Twitter and Google+.

This specific product has been sustained by a multimedia campaign: double-page spread advertorials address to mothers on the most important magazines; a long format TV spot reached mothers and kids simultaneously, on kids tv channels during co-viewing time.

Finally, several days of in store experience have allowed to directly contact the decision makers and show another point of view about videogames.

Dicelamamma.it continues working on mum’s perception of all PlayStation products’ targeted to kids and on how technology can be used with educative purposes.

Online mothers word-of-mouth works!

Our blog traffic objective was 80.000 UU in 6 months: we reached 83.306 in just 4 months. We modified families’ perception of kids’ videogames, particularly Wonderbook: mums’ positive associations with videogames for kids almost doubled, raising from 6% to 11% after our blog launch (source Weblistening) and we created a brand new conversation topic (about dicelamamma.it and Wonderbook) with 821 conversations (Sept 2012/Jan 2013).

Interest became purchase: Wonderbook reached 100% sell-in, and a sell-out of 68.2,000 units, placing Italy as the #2 European country by sales.