Celebrity Baby Blog, February 2
Who is your client, and what are its media goals?
Jessica Jones: Graco Children's Products is a leading manufacturer of infant and juvenile products. Graco's goal is to reach as many first-time expectant mothers as possible. In the past, this was mostly done through family and parenting magazines, but recently, Graco has looked to broaden its outreach by highlighting more stylish products.
What made Celebrity Baby Blog such a good hit, and how did you pitch the editors there?
Jones: Upon doing research, we found that almost half of mothers nationwide surf the Web for advice and information. Celebrity Baby Blog is one of most popular sites covering celebrity parents, which made it a great target. We sent the blog's editor a direct pitch via e-mail, making it as eye-catching and intriguing as possible.
A lot of children/baby product companies are pushing celebrity mom angles. How did you cut through that clutter?
Jones: What helped us was that our pitch was for an online auction for a stroller designed by Cynthia Rowley and signed by 17 celebrities - including Jennifer Aniston and Kelly Ripa - with all the proceeds benefiting the Elizabeth Glaser Pediatric AIDS Foundation. That charity element to the celebrity-signed stroller really appealed to the blog's editors.
What other support material did you provide to clinch the placement?
Jones: After the initial pitch, we sent over a press release on the stroller, as well as images of the stroller by itself and with celebrities.
What was the impact of the hit?
Jones: The Celebrity Baby Blog hit prompted other mom bloggers to link in, including Celebrity Parents, Baby Chic 101, Celebrity News, Babble, Babies Today, Blogo Wogo, Dot Spotter, and Forty Weeks. Graco was incredibly pleased with the results because it had wanted to break into the blogging world - especially celebrity baby sites - and this was the perfect hit to break the ice.
Name: Jessica Jones, AE, Coyne Public Relations (Parsippany, NJ)
Placement: Celebrity Baby Blog, February 2
Pitch timeline: One day