The Challenge
Drive awareness around the launch of BabyGroup in South Africa and position the hub as the country’s top informative , shopping website for parents, whilst directing traffic to the new site.
With a limited budget and time frame of four months, we secured coverage in national publications as well as two broadcast interviews on SAFM and Doctor’s Orders TV Show:
Number of print pieces: 8
Number of online pieces: 14
Number of broadcast pieces: 2
Total number pieces of publicity: 24
Total ad value: R412,420.07
Total audience reached: 3,979,392
ROI: 1:16
Our Approach
  • Pitched launch announcement release to target media, with the aim of securing editorial coverage, brand awareness and directing traffic to the newly launched website
  • Profiled the BabyGroup medical panel, securing brand mentions in editorial features, online articles and broadcast interviews
  • Secured competitions giving away BabyGroup vouchers via key parenting media and mommy blog platforms
  • Created a trade specific press release which was seeded to target lifestyle and parenting media