Tropicana’s Trop50 brand has launched an online community called “The Juice” with women-oriented online communities Blogher.com and iVillage.
The space, described as a “digital kitchen table,” is designed to convey information about eating well, staying fit and reducing stress to a sizable portion of the more than 42 million women who engage with social media on the Web each week.
The feature, hosted on the BlogHer network at http://www.blogher.com/thejuice, will include ongoing member polls, Webisodes and real-time discussions. All users can view the content, although they will have to be registered and logged into the BlogHer network to take part.
That content will also include a weekly Webisode hosted by BlogHer co-founder and president of strategic alliances Jory Des Jardins and featuring guest experts and other bloggers among the 2,500 subject writers in the BlogHer community. The videos will go up every Monday. The first one, available now, is entitled “Stress less in Today’s Economy’ and features tips for healthy eating and stress management in tough times.
“Everyone is time-crunched these days, and we wanted to make it easy for women to share ideas and advice with each other,” Tropicana Chief Marketing Officer Andy Horrow said in a release.
Content for the online site was developed by BlogHer and iVillage in consultation with their communities. Members were asked pre-launch what topics were most important to them and disclosed that their interests centered on five topic areas: functional fitness, healthy eating, doing more with less, mind and body, and relationships.
Ongoing content development will take into account the real-time discussions going on in the communities, on member blogs and in message boards.
“With ‘The Juice” Tropicana is tapping into the vitality and enthusiasm of an existing online community of consumers who are eager to share their opinions and ideas with the brands that are willing to listen,” Des Jardins said in the release. “The combined strength of BlogHer and iVillage allowed us to develop a dynamic program for Tropicana’s Trop50.”
According to metrics from comScore, sites in the BlogHer and iVillage networks reach a combined audience of more than 20 million unique visitors a month.
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