Client: Baby Kingdom Collection
Type: Public Relations (PR)
The Background: Baby Kingdom Collection manufactures a range of products which have been created for babies and children using natural and organic ingredients. The collection includes a baby shampoo, hair and body wash, body cream, nappy cream and talc free baby powder. The products are produced in the UK and are dermatologically-tested, hypoallergenic, vegan-friendly and 100 per cent recyclable.
The brand’s ethos is to offer parents a safe, luxurious and effective product collection that they can trust. The products have been found to be hugely beneficial in treating eczema, psoriasis, nappy rash, dermatitis and sunburn.
The Challenge: The biggest hurdle for Baby Kingdom Collection was to establish the brand in the already crowded UK baby and children’s toiletries market. SCS Marketing & PR was appointed to help create brand awareness, generate sales in the UK and also attract distributors and retailers to stock the products.
The Solution: SCS Marketing & PR devised a PR strategy which would target both consumers and trade professionals. It is paramount a manufacturer can deliver on its claims and this is especially true where children and skincare is concerned. Therefore, we worked in close collaboration with Baby Kingdom Collection to find the brand’s best success stories.
It quickly became apparent that Baby Kingdom Collection products were making a genuine difference to severe cases of child eczema and other skin-related issues. SCS collected first-hand testimonials from delighted customers who had experienced the improvement the products had made to their children’s skin.
Through SCS’s extensive contacts with the national media, these stories were published in leading national newspapers including the Mail Online, The Sun, Daily Mirror and Daily Express, as well as other popular pregnancy, baby and toddler magazines.
At the same time as targeting the B2C press, SCS ran a comprehensive PR campaign targeted at the B2B press to raise the brand profile of Baby Kingdom Collection amongst distributors and retailers and ultimately to encourage them to stock the product range.
The Results: As a direct result of just one of the national newspaper stories, website traffic to the Baby Kingdom Collection soared by over 6,300% in just one day. This also resulted in an extraordinary upsurge in sales. Through awareness generated from the B2B PR, the brand has formed partnerships with, among others, John Lewis and Childrensalon, a major online international retailer of designer clothing and products for children. Overall, SCS has delivered an AVE in published PR of more than £65,000 in just nine months.