Launching The Healthy Mummy in the UK
Find out how we engaged 200 influencers to launch Australian brand, The Healthy Mummy, in the UK.
Challenge
To raise awareness of Australian-based brand, The Healthy Mummy in the UK market - in just 12 weeks.
The brief included using consumer PR to support the launch of The Healthy Mummy’s 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 they could implement going forward.
Solution
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 future collaborations
- 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
- We identified hot media opportunities in the health, fitness and lifestyle sectors
- Working alongside the Australian team, we provided reactive content opportunities and consumer PR to support the creation of fresh blog content aimed at the UK audience, for The Healthy Mummy’s website and social media
Impact
- Reached 250k people
- 11 pieces of coverage
- Several features in issues of national long-lead magazines
- Deskside briefings with key contacts at Press Association, Viacom, TI Media and Zest Media, leading to future features and trials of the new app
- 200 target influencers and journalists engaged, as well as a panel of 20 experts, which have been successfully handed over to The Healthy Mummy’s UK coordinators