Big brands, for the most part, have moved away from the idea of pouring resources into custom social networks and online properties, choosing instead to use low-cost (and free) options like Facebook and Ning to grow their communities. But not Pepsi, which is launching We Inspire, an online property geared toward African-American moms. The site will feature a mix of inspirational user-generated and celebrity content, with the requisite Facebook and Twitter feeds; Brandweek also reports that it will serve as the launchpad for Pepsi’s African-American marketing campaigns for the coming year.
Pepsi is promoting the site with Facebook ads featuring stars like Benjamin Button’s Taraji P. Henson, and will roll out a full roster of print, TV and interactive campaigns. The initiative puts a much-needed minority focus on the moms-in-social-media trend. As Lynne Johnson, the ARF’s SVP of social media, told Brandweek: “There are no social networks aimed at African-American moms, at least from what I

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