The two-part campaign included spoof photos of a convincing Prince Harry and Meghan Markle with their ‘new baby’, Baby Annabell, and a spoof video of a mini Harry and Meghan taking part in their first interview following the birth of their baby.
With the Royal birth due late April our objectives were to generate national media coverage and start a conversation on social media, getting people, retailers and publications to share the content.
The content was well received by national, parenting, regional and trade media, and achieved significant social coverage too. Published online by The Sun, The Daily Mirror, The Daily Express, we successfully achieved: 8 x national hits, 1 x parenting , 1 x regional, and 4 x trade publications, resulting in a total PR reach of 256m.
On social, the photos and video were shared across several channels, including Heart Facebook, Toys N Playthings Instagram, Smyths Toys Superstores Facebook and The Entertainer Facebook. Including Baby Annabell’s own channels, we achieved 3.2m reach across all posts and engaged with over 7,000 people.