THE DAY BABY WAS BORN by Mullen Boston for Tommee Tippee

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THE DAY BABY WAS BORN

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Industry Retail, Distribution & Rental companies, Website
Media Promo & PR, Case study
Market United States
Agency Mullen Boston
Associate Creative Director Jon Reil, Nicole Berard
Art Director Rachel Guay
Released August 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: TOMMEE TIPPEE
Product/Service: WEBSITE
Agency: MULLEN
Account Director: Kelly Burke (Mullen)
Social Media Supervisor: Amy Nagy (Mullen)
Associate Creative Director: Jon Reil (Mullen)
Associate Creative Director: Nicole Berard (Mullen)
Art Director: Rachel Guay (Mullen)
Vice President/Associate Creative Director: Rodney Rafferty (Mullen)
Media placement: Online Media Relations - See Supporting Materials (Blogger Coverage) - August 2011 to December 2011
Media placement: Digital PR - See url Below - August 2011 (Website Launch)
Media placement: Traditional Media Relations - See Supporting Materials (Fox News and WNBC coverage) - August 25, 2011

Summary of the Campaign
Tommee Tippee was being significantly outspent and needed a transformative digital idea to engage new and expectant moms in an emotional way to drive purchase consideration.

We created the free website, thedaybabywasborn.com, enabling moms to create digital storybooks preserving precious memories of pregnancy through journal entries, pictures and news headlines from the big day. Using Facebook Connect, moms can save congratulatory messages posted on their Facebook walls.

Our Results were impressive:
• 55,000 visits to the site in the first 6 months;
• Coverage by 110 online media outlets;
• Coverage totaling 20m impressions;
• Appearances in high-profile outlets, including Fox News Now and People.com.

The Situation
In 2011, Tommee Tippee, Great Britain’s number 1 baby and toddler feeding brand, challenged its PR team to develop a way to further engage expectant US moms while increasing brand awareness. We developed a game-changing digital idea to engage new and expectant moms in an emotional way to drive purchase consideration, while also giving back to the passionate mom community that took Tommee Tippee from a virtually unknown brand from the UK in 2010, to one of the most mom-recommended brands in the US.

That game-changing idea was 'The Day Baby Was Born'.

The Goal
The development of 'The Day Baby Was Born' was initiated from the key insight that the products an expectant mom registers for are most likely the products/brand she will continue to use and purchase as her child grows and develops, as well as for her next children.

There are 4m births a year, 4m babies who will likely need feeding products. Our strategic goal was to connect with these soon-to-be moms in an emotionally relevant way to build awareness and affinity around Tommee Tippee during this critical consideration and purchase phase.

The Strategy
Our team, which included mothers who relied heavily on their own personal experiences, devised a tool to connect with expectant moms before they register for baby shower gifts - the sweet spot for the newborn market. An emotional video offered potential users an introduction to 'The Day Baby Was Born', helping them to understand the long-term impact of preserving their precious once-in-a-lifetime pregnancy memories.

Modern moms share details of their pregnancy on Facebook and other social media platforms, but until 'The Day Baby Was Born', there was no easy way to save those congratulatory posts and interactions.

There are many apps that help moms track pregnancy, but they tend to be fairly clinical and talk about physical aspects - size of the baby bump, fetal development, etc.

Our approach was emotional: how does mom feel? What does she want baby to know about the day he or she arrived?

Execution
The total budget for the development, launch and PR support for 'The Day Baby Was Born' was approximately $250,000. 'The Day Baby Was Born' launched in August 2011 to rave reviews.

Our media relations strategy spanned broadcast, print, online media and, of course, mom bloggers. Beyond leveraging our existing mom-blogger relationships of more than 400 outlets, we partnered with Social Moms, a community of moms with influence through blogs and Twitter.

We deployed a program for bloggers to discuss what they remembered from the day their baby was born and what they wish they remembered, spreading awareness and discussing the benefits of Tommee Tippee’s new digital utility.

Documented Results
In 6 months, we've had approximately 50,000 visits to our Beta site, with nearly 10,000 registrations. (Considering many new moms don't like to commit to pregnancy services until they're well past their first trimester, we're excited about these results.)

In addition, the majority of the participants opted-in for email updates, so targeted product/brand information is getting to the right people. We expect to see the first round of completed storybooks shared in a few months, as our Tommee Mommies give birth.

In addition to the tens of thousands of visitors to the site, 'The Day Baby Was Born' received a tremendous amount of high-quality coverage:
• Coverage by more than 110 online media outlets;
• Coverage totaling nearly 20m impressions;
• Appearances in high-profile outlets including Fox News Now, People.com, Babble and The Bump;
• 50,000 visits to thedaybabywasborn.com in the first 5 months.