Natures Purest is a luxury brand of baby clothes, toys and bedding made from organically with organically grown, naturally coloured cotton which is free from pesticides, chemicals and dyes.
Alongside a programme of product PR, Natures Purest was looking for an engaging campaign that would get the brand in front of mums and ultimately drive more traffic to the Natures Purest website
‘Great for baby, good for the environment’: As their strapline suggests, Natures Purest is an eco-friendly brand which cares. We wanted to turn all-too-familiar negative portrayals of motherhood on their head, so we set out to find a positive angle which would start a debate and we knew the only way to do it would be to ask mums direct.
Our findings, from a survey of 2,000 mums, proved that having a baby can transform social lives as the average new mum makes nine friends in the first year of their baby’s life. The ‘mummy network’ was born.
We used all of our copywriting expertise and expert media relations to coin the phrase, create the story and lead the conversation amongst mums.
Our Mummy Network campaign got everyone talking, from national journalists to mummy bloggers. More importantly, it got them all talking about Natures Purest.
We secured more than 75 pieces of coverage, including half a page in the Daily Express and full page features in key regional titles including Birmingham Mail, Manchester Evening News and Newcastle Chronicle.
Parenting websites including Netmums to Parentdish took up the debate with numerous direct links back to the Natures Purest website and social media was buzzing with reaction to our findings.
Even global news sites ran the story, with coverage in Netherlands, Australia, Canada, USA, Malaysia, Russia and Turkey – another big tick for our client, an ever-expanding global exporter.
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