PROJECT: MAMAS & PAPAS BABY WEAR
Project Description: Mamas & Papas Baby Wear coverage was driven by strong lifestyle shots, seasonal campaigns and celebrity product placement. We maximised any opportunities with consumer media through Look Books and backing the strongest images, for example we took seasonal shots of babies wearing Halloween and Christmas outfits for fun stories and Christmas gift guides. This was boosted by celebrity product placement. I noticed the lovely Jessica Alba liked to take her little girl out and about in Los Angeles and so I sent her a little box of baby clothes for her to try. Three weeks later Jessica Alba was snapped in a park with Honor Marie dressed head to toe in Mamas & Papas.
Evaluation: Mamas & Papas baby wear was also pictured on celebrity babies including Sarah Jessica Parker, Dannii Minogue, Kelly Rutherford and Minnie Driver. Results were approximately £450,000 per year from publications including Telegraph Magazine, Stella, Red, Sunday Times Style, Grazia, OK, Closer, Daily Mail Weekend, Daily Express.