Client: The Nappy Gurus
Client overview: Back in 2009, The Nappy Gurus concept was born as a way to reach parents and help them to get started on their cloth nappy journey. By 2013 they had a team of dedicated mamas across the UK on a mission to share the love of cloth. This included running stalls at local events, one-on-one demonstrations and offering email and telephone support. The mission for 2023 hasn’t changed, and they are just as passionate as they were when The Nappy Gurus first started. The aim is to support people as they make changes in their life to become more sustainable.
Key stats:
- 26 pieces of press coverage
- 22 links built to the site
- 64 average domain authority of press coverage
Campaign overview/brief:
As part of our PR activity for The Nappy Gurus, one of our main objectives was to strengthen the brand’s backlink profile, enhancing SEO and website visibility with the aim of increasing conversations and sales.
To achieve these results, we developed unique digital PR campaigns in order to achieve high-quality links from a bespoke wishlist of media publications, including national, regional, lifestyle, parenting and baby and eco-specific titles. As part of our work with The Nappy Gurus, we regularly monitored the news agenda for reactive PR opportunities. After noticing a spike in the search term ‘astrology baby names’, we immediately began researching the most popular baby names in relation to astrology and star signs.
We used ONS baby name data to pinpoint any names linked with astrology. We then gathered these names together and searched for an expert in the field. Inbaal Honigman, Mystic and Astrologer, revealed key traits of each star sign and explored meanings behind individual names before giving advice to parents wanting to link their babies to astrology. Using expert commentary bolstered the press release and made the PR mailer much more appealing to journalists.
After undertaking the relevant desk research, we drafted a press release highlighting the key findings. We then received client sign-off before we began outreaching to press.
Tactics used:
One of the essential elements of this campaign was being able to curate a top list of boy and girl names that were directly connected to astrology.
To do this, we undertook in-depth desk research, gathering information from ONS baby name data and analysing where relevant names were placed in the list. We also included commentary from The Nappy Guru’s founder, Laura Davies, which included her thoughts on the rising popularity of star signs among parents. This came after the insights from Inbaal.
Alongside this, we drafted a keyword-driven blog to live on The Nappy Guru’s website to support SEO objectives and provide readers with more information on the study. Once all the content was ready, we began a staggered media outreach approach, beginning with national media titles and expanding to regionals and lifestyle and women’s interests.
The results:
The team secured coverage with national wishlist publications as well as regional, lifestyle and women’s interest outlets.
In total, 26 pieces of coverage and 22 followed links were achieved with stand-out features, including:
- Liverpool Echo (DA 88)
- Wales Online (DA 90)
- North Wales Live (DA 76)
- Hull Daily Mail (DA 80)
- Cambridgeshire Live (DA 71)
Learn more about the results for our portfolio of clients here.