Who is your client? What are its media goals?
Julia Beck: Bravado Designs is a leading maker of nursing bras in North America and Europe. Its media goals are to reach new and expectant mothers with key product and service messaging about pregnancy and nursing.
What made American Baby such a good hit for them? How did you pitch the reporters or editors?
Beck: American Baby magazine is the highest circulation publication reaching expectant and new parents, which makes it a great target. We had a strong relationship with the editors there, so we reached out to them prior to the major industry trade show, ABC (All Baby & Child) Kids Expo in Las Vegas last September, offering them an easy, fun day of looking at the latest nursing bras in a preview event in August.
Nursing bras aren't the most glamorous products. Was that a challenge?
Beck: Finding new, exciting ways to talk nursing bras is never easy, but Bravado is introducing some incredibly functional, yet sexy, lace bras, which gives us a fresh, new angle. Because we only invited a few key editors to the preview, we were able to sit down and showcase the bras in detail, noting how several high-profile celebrities were already using them, and how it was important for women to feel very feminine, especially while nursing.
What was the impact of the hit?
Beck: The preview resulted in three hits in American Baby, including highlights in its fashion coverage in its June issue. Bravado saw an immediate upswing in sell-through, as well as new orders, from [its] retailers and a great deal of increased traffic to [its] Web site, so [it was] thrilled with our work.
Name: Julia Beck, president, Forty Weeks, (Chevy Chase, MD)
Placement: American Baby, June
Pitch timeline: 10 months