Silver Cross

Silver Cross, the nursery brand loved by families all over the world, launched its first ever clothing and bedding in September 2019. The long-awaited expansion into the fashion sector required a strategic PR plan to maximise exposure for one of the most iconic, heritage family brands in the UK.

The Brief

To launch the new clothing and bedding collections to the media, securing coverage in national titles, parenting press and online media. Carousel was tasked with achieving stand-out social media coverage from parenting influencers and celebrities to create an attention-grabbing moment around the launch.

Our Response

Carousel took a strategic approach to seeding out one of the most anticipated launches in Silver Cross’ history, teasing the collection out to media months ahead and executing a targeted gifting strategy to national editors.

As the launch date neared, Carousel seeded the collection to press and began executing our influencer and celebrity free of charge gifting strategy, delivering gorgeous bundles, beautifully wrapped in custom designed gift boxes. Each selection was specifically chosen for the individual and we utilised our network of personal relationships to encourage the recipients to create organic content.

Throughout the build-up to the launch and following the collection going live, Carousel’s proactive press office approach included a sample service for media loans and regular trend releases.

total PR reach
total social reach

Coverage was secured in both national and parenting titles, with hits including British Vogue, S Magazine, Baby Magazine and Mother & Baby. Celebrity and influencer coverage as a result of free of charge gifting has included Vogue Williams, Stacey Soloman, Katie Piper, Helen Flanagan, Gemma Atkinson, Naomi Genes and Nabiila Bee.