We were approached by Australia’s number one Mums’ website, The Healthy Mummy, to raise awareness of its brand in the UK in just 12 weeks, to support the launch of its new app and popular 28-day challenge. The activity was designed to provide The Healthy Mummy team with a strong platform to build future media relationships and a UK-focused communications strategy that they could implement going forward.
We focused on influencer relations and PR activity, using a number of news angles to tailor our approach and build relationships.
We began with the generation of media collateral, to include brand information, the app, 28-day challenge and smoothie product information. We focused on the entrepreneurial story of The Healthy Mummy’s founder Rhian Allen to secure business-focused media, and also researched and recommended influential UK experts in fitness, nutrition, parenting and health to work with The Healthy Mummy on collaborations in 2019.
We proactively outreached to target influencers and journalists through phone calls and social media, as well as deskside briefings. By developing tailored pitches to each contact, ranging from trial opportunities, competitions and case studies through to expert comments and survey results. As an additional service for The Healthy Mummy, we used our subscription to the Response Source service, to identify hot media opportunities in the health, fitness and lifestyle sectors.
Working alongside the Australian team, we provided reactive content opportunities to support the creation of fresh blog content aimed at the UK audience, for The Healthy Mummy’s website and social media.
Over the three-month campaign, we enhanced brand awareness, reaching ¼ million people through 11 pieces of target coverage. As well as a competition with UKMums.TV, we also secured several features in future issues of national long-lead magazines. We orchestrated deskside briefings with key contacts at Press Association, Viacom, TI Media and Zest Media during the three-month campaign, leading to future features and trials of the new app. Our proactive outreach has kick-started relationships for The Healthy Mummy with more than 200 target influencers and journalists, as well as panel of 20 experts, which have been successfully handed over to The Healthy Mummy’s UK co-ordinators.