Brief
To raise awareness of iCandy’s new Cerium Twin Pram through a digital PR campaign targeting high-authority sites, mainstream media and parenting press.
Strategy
A talent partnership paved the way for this launch, based on our insight into the purchasing journey for parents-to-be, who look to friends, family and famous faces for recommendations re the best baby gear to buy.
Activation
We engaged social media star and TV personality, Tom Skinner, to promote the pram following the birth of his gorgeous twin daughters.
Tom and his wife, Sinead, road-tested the pram and took part in a photoshoot with the twins enjoying their new buggy.
We also negotiated a series of media interviews with Tom talking about the new arrivals and plans for baby number four.
Results
A really good splash across the online nationals including MailOnline, The Mirror, Daily Star, Female First and Yahoo, with top tier links back to iCandy’s website and a fantastic testimonial from Tom himself, which made its way into interviews with press.
"They’ve given us a beautiful iCandy twin pram and it’s fantastic... it’s like the Rolls Royce of prams, I can fly out with it and look like the absolute governor. It’s been essential in our house at the moment.”
Tom Skinner
