The agency will work with UK parenting websites Mumsnet and Netmums to recruit reviews for the products (original Cocoa Butter and Rosehip variants), with feedback hosted in the talk boards and forums on each site.

The campaign has just launched its trial phase with feedback threads opening from the end of August and is the first time that Palmer’s has used online forums in this way to develop a better understanding of its target audience and generate feedback on its brands.

Zahira Beddou, brand manager at E.T. Browne, Palmer’s brand owners, said: “Other advertisers have done this before but it’s a first for Palmer’s. We know that this audience loves other products in our range, so it was important for us to understand how this section of our customer base feels about this product in our line-up.”

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