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A Lesson in Social Concept Testing: P& G STEAMBOOST Gets Mopped by Women Bloggers

A Lesson in Social Concept Testing: P& G STEAMBOOST Gets Mopped by Women Bloggers

For a company that spends gazillions of dollars on market research, P&G’s Rosie the Riveter concept test for the steam mop campaign seems to have been “Swiffered” under the floor, literally. Angry and immediate reprisal from women bloggers might have been averted had P&G and its ad team also run a social media concept test prior to campaign launch.

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