BABY ANNABELL LEARNS TO SWIM WITH REBECCA ADLINGTON

The Client:

Zapf Creation’s Baby Annabell

The UK’s number one selling large doll brand.

The Brief:

To launch the new Baby Annabell Learns To Swim doll to our target audience, generate national coverage, and create positive brand association.

Our Response:

The Baby Annabell brand’s core values are firmly based in family and nurturing play, we therefore wanted to create a big bang launch that would reflect the brands messaging as well as communicate the Learns To Swim theme. Partnering with Mum and gold medal-winning Olympian Rebecca Adlington was the perfect choice.

The partnership saw Adlington become an ambassador for the new Baby Annabell Learns To Swim doll, launching the doll to the UK market with an exclusive event at London’s Olympic Pool on 23 September. A limited number of key press and bloggers were offered the chance for their children to take part in a once-in-a-lifetime swimming lesson, learning valuable tips from the nation’s favourite swimmer, as well as receiving a Baby Annabell Learns To Swim doll to take home from the Olympian herself.

Adlington also supported the brand with further PR activity including providing exclusive swimming tips, promotional material, media interviews and social support.

The Results

46 pieces of coverage including two national interviews in The Daily Mail Weekend and parenting magazine Absolutely Mama. The total campaign reach was over 16.6 million, putting Baby Annabell Learns to Swim on track to become a sellout Christmas gift.