ErgoBaby: PR and social media campaigns Benelux
What we did
New parents have probably come across our client Ergobaby in their search for a comfortable and ergonomic baby carrier for their newborn. Ergobaby is one of the leading brands in ergonomic baby carriers and they wanted to strengthen their presence in the Benelux. Since April 2021, we have been organizing PR and social media campaigns for them to achieve this goal.
Challenges
When you become a parent, you want to do everything to make your baby as happy as possible. In recent years, baby carrying became more popular and we became more used to seeing parents with their baby on their chest in stores and on the street. Ergobaby is known for its superior ergonomics and takes the health of both the baby and its parents very seriously. Our objective: creating awareness for the ergonomics of Ergobaby carriers and position them as the best option for parents and their babies.
In our social media strategy, we immediately focused on influencer marketing. Instagram has become a platform where parents share their experiences with their babies and where future parents look for advice for raising their kids. On the one hand, we pitched new Ergobaby carriers to influencers and on the other hand, we looked at the carriers Ergobaby was offering and tried to find the right fit for every parent. This mindset was very important to us, since the health of parents and babies always comes first. Next to influencers collaborations, we also assisted Ergobaby with their content calendars and advertising on Facebook and Instagram.
Our PR strategy focused more on storytelling than on the Ergobaby products themselves. We have been creating stories that gave parenting advice, in which we briefly mentioned Ergobaby and its products. Additionally, we contacted bloggers to write reviews and organized media deals to have more focus on the products themselves. In the future, we are planning a media tour to show the media how the different Ergobaby products can be used, but due to covid restrictions this hasn’t been possible yet.
What our client got
In total, we have organized over 50 influencers collaborations, which were all free. This gave us extensive social media coverage in both Belgium and the Netherlands. These collaborations also gave us real-life images that we could share with the other markets where Ergobaby is present. At the same time, we realized a growth of more than 1000 followers in the first 6 months, while only investing a limited budget in social advertising.
After we had created a continuous flow of press releases, Ergobaby appeared in major media outlets like Libelle Mama and Flair. Our media deals gave us an additional reach of over 3,5 million people. The highlight was a collaboration with major Benelux parenting media Mamabaas (400.000 unique monthly visitors) for the Omni Breeze Carrier, which is one of the most important products of Ergobaby.
Both PR and social media campaigns that we organized for Ergobaby in 2021 have increased the brand awareness in the Benelux and have brought the brand closer to a top-of-mind status in the baby carrier market.
