You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Where Social Media and Shopper Marketing Merge to Reach Moms Exec Behind Walmart's ElevenMoms Joins Mars Advertising to Build Online Communities for Marketers By Jack Neff, Published on July 09, 2009 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.