The Brief
We were challenged to enhance last year’s expert campaign and take it to a whole new level, generating compelling and educational social media engagement around key toddler milestones and generating widespread PR coverage.
Our Response
Motherkind is a weekly interview-based podcast featuring some of the world’s best well-being experts and well-known mums, discussing how mums can find their calm, happy place despite the madness of mum life.
We worked with Motherkind to launch four bespoke Baby Annabell podcasts throughout September, as a special brand partnership, differentiating the podcasts from the standard Thursday episodes.
Each podcast focused on a separate milestone moment for little ones, tying in the emotional and developmental benefits of roleplay, supported with a relevant expert. The milestone moments included:
- Welcoming a younger sibling/new baby
- Toddler feeding and approach to establishing a 'healthy' eating routine
- Worries/apprehension with starting/returning to pre-school
- Bedtime routines with clocks changing in October
We also partnered with leading parenting website, Mother and Baby, to announce the campaign with a bespoke advertorial, driving their audiences to listen to the first podcast.
To really enhance the campaign across social channels we looked to utilise a range of video content, aligned with Instagram’s algorithm changes, which featured a range of snippets from the podcast series along with a reel to summarise the campaign highlights.
The Results
In total the campaign reached a combined total of over 764m fans and received nearly 15k engagements across the brand’s social media posts.
The Toddler Milestone Moments podcast series has had 21,700 downloads and a total listening time of 72k.
The PR team worked hard to sell in expert advice as part of the campaign, gaining national coverage in Huffington Post, Yahoo!, The Sun, Scottish Sun, The Sun U.S. as well as trade titles Toy World and Toys n Playthings.
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