Mamas & Papas Promo, Case study MAMAS & PAPAS ARRIVE STATESIDE by Mullen Boston

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United States
Agency Mullen Boston
Released September 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: MAMAS & PAPAS
Product/Service: BABY GEAR
Managing Partner: Sheila Leyne (Mullen)
Account Director/Vice President: Kelly Burke (Mullen)
Account Supervisor/Social: Amy Nagy (Mullen)
Senior Account Executive: Christina Simmons (Mullen)
Assistant Account Executive: Kara Feigenbaum (Mullen)
Media placement: Launch Press Release/Product Fact Sheets/Online Pitching -,,,,, Strollertra - May 14, 2010
Media placement: Launch Press Release/Product Fact Sheets/Print Pitching - American Baby, NY Post, Parents, BabyTalk, American Baby, Pregnancy & Newborn, F - September 1, 2010
Media placement: Mom Bloggers Club Campaign -,, - December 1, 2010
Media placement: Launch Press Release/Product Fact Sheets/Online Pitching -,,,, - September 17, 2010
Media placement: Launch Press Release/Product Fact Sheets/BroadcastPitching - Today Show - January 12, 2011

Summary of the Campaign
The agency was selected in 2010 to launch the number one baby gear brand in Great Britain, Mamas & Papas, into the United States solely through media relations. With zero brand awareness in the United States, we set forth as the U.S. PR/social influence agency of record to spread the news of Mamas & Papas stateside arrival.

Objective: Build awareness of product offerings, drive reviews and purchase intent and create passion for Mamas & Papas within the new and expectant mom target.

Challenge: Drive awareness solely through media relations with limited to no out of pocket budget within a highly competitive marketplace (strollers, high chairs, bouncers and toys).

Strategy: Engage the target in the places where they actively seek and share information focusing on traditional and new media relations. The PR campaign consisted of hosting a pre-launch event, securing interest and coverage with the leading parenting magazines, online sites and broadcast outlets, coordinating mom blogger reviews and a blogger event.

Outcome: In just eight months (5 months with product on shelves), the agency secured more than 144 million PR impressions.

The Situation
With limited to no brand awareness in the United States and no planned advertising investment, the agency was challenged with delivering a powerful media relations campaign that would break through a highly competitive baby gear marketplace. The agency recognized and leveraged Mamas & Papas as a family owned and operated global company with quality and stylish products as a way to differentiate and make Mamas & Papas a relevant brand.

The Goal
The goal of the campaign was to build awareness of product offerings, drive reviews and purchase intent and create passion for Mamas & Papas within the new and expectant mom target. Tapping into our online resources such as eMarketer and Forrester research, we identified the behaviour of our target to consume media both online and offline. From this, we built appropriate media lists that targeted parenting and lifestyle broadcast, print, online and blog outlets to achieve nationwide coverage.

The Strategy
Without any advertising efforts, it was important to begin our media relations campaign by building an extensive messaging tool kit full of product fact sheets, a launch press release and key FAQs. From there, we wanted to debut the Mamas & Papas brand in appropriate fashion with a long-lead New York City media event as a way to bring key influencers in contact with the family themselves. This event full of style and elegance kicked off our aggressive national press and blogger outreach.

• Planned and executed a pre-launch long-lead media event at Crosby Street Hotel in May 2010 with key Mamas & Papas spokespeople including founders Luisa and David Scacchetti and influential NYC media (both traditional and non-traditional)
• Developed key messaging and materials including a launch press release, backgrounder and product fact sheets
• Conducted aggressive outreach (pre and post launch) to national parenting & lifestyle print and online outlets as well as mom bloggers and broadcast targets
• Planned a launch blogger and short-lead media event at Babies R Us union Square in August 2010 with key Mamas & Papas spokespeople and influential NYC bloggers
• Mamas & Papas identified a need to specifically help the lightweight buggy collection awareness in November 2010, so we altered our plans and worked with Mom Bloggers Club to drive product reviews nationwide – one month-long program executed in December 2010

Documented Results
-From 1/5/2010 to 25/3/2011 the agency earned 144,070,663 impressions from 177 pieces of coverage.
- Highlight print, online, blog and broadcast coverage included, BabyTalk (4 times), Parents, American Baby (2 times), Pregnancy & Newborn, (1 time), (5 times),, (2 times),, AOL’s,,, (6 times), Daily Candy Kids e-newsletter and online, (2 times) and inclusion in a segment on the Today Show.