Our Activity

We held regular press appointments with parenting and lifestyle editors, high-profile mummy bloggers and other key influencers to demonstrate the full Chicco range and used the ‘Chicco story’ at every opportunity to communicate company heritage and enhance consumer perception in order to bridge the gap between products and brand. This was supported by positioning Chicco as experts in the field, which included using a company spokesperson and utilising the Chicco Observatory’s articles on child development and health within the media. We also facilitated third party link-ups with other well-respected and positioned brands in the market place to add weight to the Chicco brand, such as HiPP Organic.

We facilitated reviews on products not normally associated with the brand, via print and online media, to communicate that Chicco offers ‘everything for baby’ and utilised our focus group and social media platforms to educate ‘everyday’ mums about Chicco’s superiority over competitor products. We also ran selective competitions and product reviews with Limited Edition products to support the change in perception and used the copy to communicate the elite positioning of the Chicco brand.

The Results

• Successfully secured coverage of higher-end items, including the new i-Sit highchair being named as one of the Independent’s Ten Best Highchair and coverage of products not usually linked with the brand such as the feeding, nursery and toy ranges.
• Chicco consistently featured in traditional press and online, with leading parenting title Mother & Baby including products from the brand in all relevant panel tests, on the shopping pages and in the ‘Hot List’.
• Spokesperson regularly featured in I’m Pregnant magazine’s buyers guides plus articles on health and wellbeing featured on online luxury lifestyle websites.
• Successfully managed exclusives with leading parenting websites such as 
www.madeformums.com and non-parenting sites such as www.which.co.uk for new launches.
• Launched a successful relationship with HiPP Organic, through a third party link-up.
• Changed the mindset of influential journalists to ensure future coverage in
more affluent and aspirational titles.