Client: The Kid Collective
Client overview: Established in 2018, The Kid Collective emerged as an extension of the sustainable baby store, The Nappy Gurus. Led by a team of inspiring women, The Kid Collective takes immense pride in curating an outstanding array of brands that celebrate joyful, imaginative, and inclusive play for everyone. The company is also dedicated to providing its customers with unparalleled value, sustainable options, and a warm, efficient customer service experience.
Key stats:
- – Two pieces of exclusive print coverage in the Daily Mirror
- – 627,832 PR reach
- – Over 100 pages views
Campaign overview/brief:
As part of our PR activity for The Kid Collective, one of our main objectives is to enhance SEO and website visibility and strengthen the brand’s backlink profile.
To do this, we develop unique digital PR campaigns with the aim of achieving high-quality links from a dedicated wishlist of media publications, including national, regional, lifestyle, women’s interest, and industry-specific titles. As part of our work with The Kid Collective, we also regularly monitor the news agenda for reactive PR opportunities.
Focusing on the national, lifestyle, and women’s interest press, we designed a toy competition to find the UK’s most loved cuddly toy. To carry out this PR campaign, we asked the public to send images of their most loved toys and a sentence describing why their cuddly toy is the most adored in the UK.
This campaign required a variation of press releases; one being a ‘call to action’ press release, where we put a call out for people to enter the competition and to drum up entrants, and a second being the ‘winners’ press release, where we announced the ‘most loved cuddly toy in the UK’.
As part of this campaign, we were required to draft terms and conditions and entry requirements and monitor a dedicated email address created to receive entries.
The results:
The competition received over 50 top-quality entries, where respondents provided in-depth reasoning as to why they believe they should win, alongside some great images of their cuddly toys. The substantial number of entrants made choosing a winner difficult, but it provided some great insights that we could use in an SEO-driven blog hosted on The Kid Collective website.
During the outreach stages, we were pleased to secure an exclusive opportunity with the Daily Mirror, who covered the call to action and the winner’s press release in print. Overall, this PR coverage resulted in a reach of 627,832, which suggests that a large number of The Kid Collective’s target audience will have viewed the content, and ultimately, this will have raised brand awareness.
This PR campaign drove a large amount of traffic to The Kid Collective website, with both of the accompanying blog posts for each press release collectively generating over 100 page views and users spending an average of 6 minutes reading the content, which suggests the toy retailer’s audience found value in the campaign and subsequent blogs.
The campaign also made for some lovely user-generated social media content (created by The Kid Collective), resulting in some great engagement for the toy brand.
Learn more about the results for our portfolio of clients here.