Mamas & Papas –
Maternity PR & Celebrity
Global luxury nursery brand Mamas & Papas knew that maternity wear was the first touch point for the consumer. Once a purchase had been made by an expectant mum, they would be more likely to purchase baby wear, interiors and high ticket items of the pushchair and furniture. The problem was that consumer media did not routinely cover maternity wear, unless you were an advertiser. On top of the usual trend round-ups, press events, high quality Look Books and press releases, I identified celebrity as the opportunity to drive Mamas & Papas maternity wear into the mainstream. A heavy gifting programme to UK celebrities was highly successful, allowing the PR team to buy paparazzi shots and distribute them to the media.
Mamas & Papas maternity wear snapped on Tess Daly, Holly Willoughby, Dannii Minogue and Alicia Keys. This activity increased overall coverage in Sunday Times Style, This Morning, Daily Telegraph, Observer, YOU, Stylist, Grazia, Woman & Home, Look, Daily Mirror worth in excess of £500,000 per year.