UK mums were spending more on dressing their children than themselves. For Mothercare, we turned that finding into a broadcast PR campaign: 68% of mums of under threes said so, with an average of £406 a year spent on a toddler's wardrobe. The story launched a new baby and toddler range designed with a celebrity mum, offering must-haves from newborns to three year olds and backed by over 45 years of Mothercare expertise. We put the celebrity mum who co-designed the range on air across a radio day of interviews. The campaign secured 30 items of radio coverage reaching 9.6 million people, including BBC Scotland, Rock FM and Downtown Radio.
30Items of coverage
9.6 millionCombined reach
3h 49mTime on air
Coverage highlights
BBC ScotlandBBC radio
HeatNational radio
Rock FMCommercial radio
Downtown RadioCommercial radio
BBC Radio NorthamptonBBC radio
Hear the coverage
BBC Radio Scotland
The story
Mothercare
The aim
Mothercare wanted to raise awareness of a new baby clothing range and position Mothercare as the authority on child care.
The message
Mothercare launched a baby and toddler range designed with a celebrity mum, offering a wide variety of must-haves from newborns to three year olds, backed by over 45 years of expertise.
The angle
UK mums were found to be spending more on dressing their children than themselves, with 68% of mums of under threes saying so and an average of £406 a year spent on a toddler's wardrobe. The story launched a new baby clothing range.
On air
A celebrity mum who co-designed the range
The result
30 items of coverage reaching 9.6 million, including BBC Scotland, Heat, Rock FM, Downtown Radio.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
