Azaria launches THX Total Hair Experts into the UK hair tools market!

Aim

Already an established in America, we were tasked with launching the brand in to the UK by creating a voice and communicating the brand heritage to the trade and through reviews of its bathing, feeding and care ranges in the consumer press.

Activity

We drafted a company profile and secured coverage within the trade titles to announce the launch of the brand and followed up with releases on each of the categories in order to secure coverage on the products and encourage listings in store. We identified the ‘hero’ products from each category and focused on the core consumer parenting titles and websites to undertake exclusive first reviews of each product and followed up with a launch release to shopping editors to communicate the depth and breadth of the range. We also facilitated and entered numerous products in to the Practical Pre-School, Practical Parenting and Mother & Baby awards to reinforce the quality of the products.

We also planned a social media strategy for the brand and successfully set up and ran its Facebook and Twitter pages. We also employed a mummy blogger specifically to blog on the Munchkin Facebook page and undertook a separate blogger outreach programme with influential mummy bloggers and regularly posted on forums and message boards with Munchkin key messages.

Year two saw us launch the Munchkin ‘Second Time Around’ survey, where 3,000 mums were asked about the differences between having one child and two. To add weight, we enlisted leading child psychologist Dr Amanda Gummer to comment on the findings. This saw coverage not only in parenting press and on parenting websites, but also in national press, women’s titles, lifestyle websites, on air and across the blogosphere.

Results

  • From our Focus Group findings, Munchkin is now a recognised brand in the UK with a number of the original ‘hero’ products being used as staple items in parents’ homes.
  • Received a number of prominent industry awards, including a Mother and Baby Gold for the Travel Booster Seat.
  • Regularly featured in the trade press, with new products being mentioned in feeding, bathing and care articles.
  • Regular coverage secured in the parenting press and online with tried and tested and reader reviews across the entire product range.
  • Coverage secured in national newspapers, including the Mozart Magic Cube being listed as a Top Ten Electronic Toy by the i newspaper.
  • Engagement and interaction with the end user through the use of Twitter and Facebook.
  • Coverage secured in a range of mediums not usually associated with baby and parenting, including BBC Radio and women’s titles through the use of a survey and noted child psychologist.

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