Challenge
To create a dynamic PR campaign to draw attention to the brand in collaboration with the royal baby. To emphasise the create and unique aspect of these personalised products as well as the quality.
Solution
To run an HRH campaign with images of personalised My 1st Years products with HRH on them encouraging everyone to become part of the royal birthCreate a multi-channel strategy which included selling in concept of having royal baby presents features in the media as a response to an estimated gap, when the media wanted to talk about the baby, and consumers were looking for royal baby related stories but there was a lack of any “news” or related consumer features. Sell in the products in various ways including positioning the founders of the company as royal baby gift “experts” and arranging interviews with, Yahoo, Entertainment wise, E, the Daily Telegraph online, FRANCE24 on the perfect presents for Kate and Wills.
Results
Achieved national coverage in Daily Telegraph, Guardian, Daily Mail, Metro, Sun, Yahoo news, Daily Express, E entertainment, TV shows such as Daybreak and channel 3 documentary about baby products and many more. The range outsold all other ranges on the website – sales went up by 30% and My 1st Years became a household name.
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