Babiators have it made in the shade

In May 2011 Babiators began selling baby aviator sunglasses that provide 100% UVA and UVB ray protection for kids.

Client: Babiators (Atlanta)
Agency
: Konnect PR (Los Angeles)
Campaign
: Babiators national launch
Duration
: January 1 - June 30, 2012
Budget
: $16,500

In May 2011 Babiators began selling baby aviator sunglasses that provide 100% UVA and UVB ray protection for kids. Konnect PR was hired early this year to build brand awareness and increase e-commerce and retail sales.  

“To build a recognizable brand, we need major media coverage and top taste makers' take on the product,” explains Babiators co-founder Carolyn Guard.

Strategy
Media relations, social media outreach, and selective giveaways and discounts drove the campaign.

“Because the product is so unique and appealing, we wanted to showcase its features to as many people as possible through national media relations,” says agency PR director Monica Guzman. “We promoted the uniqueness and capitalized on Babiators' attraction to celebrities such as Sarah Jessica Parker and Mariah Carey.”

Tactics
Media targets included national consumer outlets and outlets focused on parenting, children, and celebrities. Multiple rounds of desk-side meetings with New York City editors were conducted. Trade media and mom, celebrity, and fashion bloggers were also pitched.

Editors and celebrities were given samples.

“We researched celebrity photos and online coverage to target those who have kids in the age range and would be likely to use accessories,” says Guzman. “Some were just sent information. Others, who we thought would be highly appropriate, were sent samples. New pairs in new colors were sent to celebrities we know use Babiators, such as Sarah Jessica Parker.”

Giveaways and discount offers were provided to select bloggers and media outlets.

Konnect began making multiple daily posts to Babiators' Facebook and Twitter pages in April to encourage interaction.

Results
Sales between January and May 2012 were up 400% compared to all of 2011. Website traffic increased tenfold between January and May.

“We're incredibly happy,” says Babiators cofounder Molly Fienning. “PR has been a big factor in Babiators' success thus far.”

Guard notes January to May sell-through rates at Nordstrom were three to five times above target. “PR has helped boost sales with other new retailers such as Diapers.com, Amazon.com, and Drugstore.com,” Guard adds. 

The campaign garnered 71 placements. Good Morning America featured Babiators in the online component of its March 1 deal segment, which spiked Web traffic 75% to 80% above average daily traffic and resulted in about 650 orders ($7,000 in sales) in 24 hours.

Other outlets covering the story included Ellen, Us Weekly, CNBC, BBC, and Huffington Post.

Between April 1 and June 22, Twitter followers increased from 662 to 904 and Facebook likes increased from 1,565 to 2,186. 

Future
Babiators continues to work with Konnect on an AOR basis. Media relations and celebrity seeding is ongoing. The team will stress Babiators' sun protection aspects and new colors throughout the summer. 

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