My 1st Years

The Challenge:

To create a dynamic PR campaign to draw attention to the brand
in collaboration with the royal baby
To emphasise the create and unique aspect of these
personalised products as well as the quality

The Solution:

  To run an HRH campaign with images of personalised
My 1st Years products with HRH on them encouraging
everyone to become part of the royal birthCreate a multi-channel strategy
which included selling in concept of having royal baby presents features
in the media as a response to an estimated gap, when the media wanted to
talk about the baby, and consumers were looking for royal baby related stories
but there was a lack of any “news” or related consumer features

Sell in the products in various ways including positioning the founders
of the company as royal baby gift “experts” and arranging interviews with,
Yahoo, Entertainment wise, E, the Daily Telegraph online,
FRANCE24 on the perfect presents for Kate and Wills.

The results

Achieved national coverage in Daily Telegraph, Guardian, Daily Mail,
Metro, Sun, Yahoo news, Daily Express, E entertainment, TV shows such as Daybreak and channel 3 documentary about baby products and many more
The range outsold all other ranges on the website – sales went up by 30% and
My 1st Years became a household name.