“We hit the PR lottery!”

CLIENT: My1stYears.com

DATE: April 2016

ABOUT THIS PROJECT

Personalised baby gift retailer My1stYears.com came to us in 2012 with a brief to associate them with influencers and win national media coverage.

We put together a campaign with the objective of associating the London based brand with some of the most influential tots on the planet – and their parents – through gifting and social media outreach.

We followed this up by building them an association with the Beckham family in the form of the adorable youngest Beckham – daughter Harper. We invited her to become the face of the brand and secured tons of media coverage on both sides of the Atlantic. We were able to log more than 500 items of coverage for this piece alone, with a reach of more than 200 million people.

We also achieved successes with Elton John, winning the client a profile on BBC news along with a very useful hyperlink.

“We hit the PR lottery! It was the most amazing thing.”

But it turned out all of that was just the warm up act. Our campaign really hit the big time in April 2016 when Prince George was photographed wearing his £27 My1stYears bathrobe for his very important pre-bedtime meeting with US President Barack Obama.

It was a fantastic PR coup but we had to make sure the world knew where the robe came from. We set about arranging a schedule of media interviews both in the US and UK and the coverage that followed blew us away – with items in just about every national news outlet on both sides of the Atlantic and across the globe. Prince George Robe was trending on Twitter both in the UK and US.

More than a thousand items of media coverage were logged along with 153 hyperlinks into the client’s site and US TV coverage on Good Morning America including an interview with My1stYears co-founder Daniel Price. The campaign reach was estimated at well over one billion – making this our most successful PR campaign ever.

As sales of the robe went through the roof, from around 150 a week before the campaign to more than 3000 – an increase of 1900%, Daniel Price was back on US television, telling CNN “We hit the PR lottery! It was the most amazing thing.” (Watch full video on this link).

The client later secured more than £5m funding as a direct result of the campaign.

Take a look at some more examples of our work.