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  • Ba1

' The World’s Largest Parenting Website '

Client: Babycentre
Brand: Babycentre

The challenge
Babycentre was suffering from low awareness among marketing managers in the UK, who are in charge of online advertising budgets. We were asked to turn the situation around.

Audience insight
From speaking to marketing managers, we knew that many of them read the trade press, but even more of them didn’t. That’s why we launched a wide-reaching PR programme to ensure Babycentre featured frequently in titles such as Marketing and Marketing Week, but also in national, regional and consumer media. We knew that marketing professionals were interested in new trends that taught them more about what mums were up to, so our tactics focused on uncovering developments such as popular baby names, media consumption habits, ‘baby mugging’ and ‘bump art’.

We secured over 350 pieces of media coverage in 2013 – 77 of which were national, and 43 of which were in marketing trade titles. Growing awareness among marketing managers also saw Babycentre strike a deal with John Lewis to promote its nursery products – the first time the retail giant has ever entered into such an arrangement.

One more thing
2013 was the most successful PR year in Babycentre’s history. The organisation featured in every single national newspaper.

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