Coca-Cola is relying heavily on South Korean "mommy bloggers" to provide word-of-mouth marketing and support for its expansion into Asian markets. The company held parties for the bloggers before recruiting eight influential mommy-bloggers to work as volunteer brand-advocates. In exchange, the bloggers got access to information and promotions carefully tailored to suit their specific interests. "Coca-Cola Korea ... really listened to us from the beginning," says one blogger.

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