Brief: Create awareness about Everli Baby among parents, and generate positive media and influencer coverage about the brand over a six-week period.
Approach: We identified relevant influencers who were new moms, as well as relevant media targets including leading female, lifestyle and parenting publications.
An Everli Baby media and influencer drop hamper consisting of an Everli Baby product was delivered with a creative and personalised tag to our key media and influencer targets. Following the delivery of the hamper, a press pack with detailed product and brand background was shared to further motivate positive brand exposure.
Results: Our outreach to 31 influencers and media resulted in 30 pieces of exposure, both on the influencers’ Facebook & Instagram feeds as well as in mainstream media. Highlights included celebrity posts by Minki van der Westhuizen (who posted four separate times), Rolanda Marais, Lisa Raleigh, Roxy Burger, Bailey Schneider, as well as feature articles in Sarie, Your Family, Rapport, Fast Company, etc.