Client: Kendamil
Comparenting - a digital PR campaign
We felt like the cats that got the cream when Kendamil asked us to create a purposeful PR campaign, that would reach as many parents in the UK, as possible, during the pandemic….
The moreish message
The baby milk brand passionately supports mums, dads and their little ones – and recognised how tough it was for them raising ‘Coronnials’ (babies born during the pandemic), while distanced from loved ones and lifelines like baby groups amid Covid-19.
They wanted to amplify the message that parents are not alone and extend help and advice that helped them appreciate the ‘goodness’ in family life – a wholesome message that underpinned all our stories.
The formula for success
We know that journalists love a power-pitch package of new data + a case study + a clinical expert.
A portmanteau packs a punch, too – they add memorability which is key for the fame PR story objective.
We surveyed the nation’s parents to babies aged two and under to illuminate the stark reality that 80% are victims of ‘Comparenting’ – the self-sabotaging habit whereby parents compare themselves to other parents.
To humanise the data, we sought a relevant case study and found Florence Grace – a first-time mum in lockdown and body positivity blogger, passionate about overcoming insecurities.
We partnered with leading psychologist Anjula Mutanda. She highlighted the detrimental impact of ‘Comparenting’ (and wider paranoias we’d identified) on mental health, then provided insightful tips to help parents navigate their worries.
Timing was everything. We outreached as lockdown lifted (when worries were likely exacerbated), adding to the newsworthiness.
Tasty targeting and irresistible impact
We drove ‘cream of the crop’ coverage on sites with a broad reach like Metro, Yahoo and The i.
We also targeted (and successfully landed hits on) publications read by the brands target audience, from parenting site Dads Net, to popular lifestyle title OK!.`
The Results:
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