Julia Beck, founder and president, Forty Weeks (Washington, DC, and New York)
People.com's Celebrity Baby Blog, September 28, 2012
Who is your client and what are their media goals?
Rebecca Minkoff's collection for Bravado Designs specializes in apparel for new and expectant mothers.
As part of its celebration of 20 years in business, Bravado turned to our agency to highlight this milestone, but also to tout its philanthropic commitment, educate consumers, and increase reach. Our media goals were to educate expectant and newborn mothers and expand messaging to new audiences via our fashion, philanthropy, and brand angle.What made People's Celebrity Baby Blog an ideal target for this campaign and how did you pitch blogger Anya Leon?
It reaches a broad audience interested in celebrities and their babies, which made it ideal for expanding this campaign beyond new mothers.
Since Rebecca Minkoff is a well-known designer in fashion and celebrity circles, we stressed her participation in our initial pitch to Anya.
We didn't offer an exclusive, but let her know this was coming and that the Minkoff-designed essential nursing tanks were already being seeded in Hollywood and that some celebrity moms were wearing them.Did you provide product samples or additional content to clinch this placement?
We provided quotes from Rebecca as well as art. She is a good celebrity name and a natural with traditional and social media. What really drove this placement was the philanthropic angle and the sale of these Minkoff-designed nursing tanks to raise money for Baby Buggy, Jessica Seinfeld's charity that provides essentials for US families in need. What was the impact of the hit for your client?
Bravadodesigns.com told us that 91% of traffic to its site from the story was from first- time visitors.
The story also triggered a large follow-on via social media and generated almost 6.8 million Twitter impressions tracking the hashtag #DesignedforGood, 71,700 Facebook impressions, and 113,856 Instagram views.
Because the piece had such high and quality amplification, and introduced Bravado to a much broader audience, the company was very pleased with our work.