The Mummy Network
Natures Purest, a luxury brand of baby clothes, toys and bedding made from organically grown, naturally coloured cotton.
What did they want?
This was a brand building exercise designed to get mums, mums-to-be and mummy influencers talking about Natures Purest. Ultimately our objective was to increase traffic to the Natures Purest website and drive sales.
How did we do it?
We wanted to start a positive discussion about motherhood and from our own experience we knew that having a baby created a whole new network of friends. We spoke to 2,000 mums and the findings gave us the headline we wanted; the average new mum makes nine friends in the first year of their baby’s life. Using all of our media relations expertise we coined the phrase, created the story and led the conversation amongst mums – online and offline.
Our Mummy Network campaign got everyone talking about Natures Purest, from national journalists to mummy bloggers. We secured more than 75 pieces of coverage across the world, including Daily Express, The Independent and Daily Telegraph. Parenting websites including Netmums to Parentdish took up the debate and social media was buzzing with reaction. More importantly, Natures Purest reported a significant uplift in web traffic and social media engagement over the campaign period together with a 50% increase in online sales YOY. The campaign has also been shortlisted for two awards in the 2013 CIPR Midlands PRide Awards.
For more information about our latest and greatest work call 0121 629 7797 or email us.