Tommee Tippee is the number one brand of infant and toddler feeding products in Great Britain; one of the top brands of infant products and accessories in the global market and, up until 2010, was virtually unknown in the U.S. As the PR/social influence agency of record for the U.S., our agency was charged with launching the brand’s presence in 2010. Objective: Engage new and expectant moms in the places where they actively seek and share information to build awareness, drive trial and intent to purchase and create affinity for Tommee Tippee.Challenge: Develop a comprehensive and measurable plan (anchored in PR/social) with a modest budget to gain awareness and share in a highly competitive category.Strategy: Focus on traditional and new media, supported by an aggressive organic social media strategy. The PR and social campaign consisted of a hosting a pre-launch event, securing interest and coverage with the leading parenting magazines, coordinating hundreds of mom blogger reviews, launching and managing Facebook and Twitter pages including a Facebook sweepstakes.

Outcome: In just nine months, we secured more than 100 million PR impressions and built a Facebook and Twitter community of nearly 10,000.

• Developed key messaging and materials including a launch press release, backgrounder and fact sheets • Conducted aggressive outreach (pre and post launch) to national parenting & lifestyle print and online outlets as well as mom bloggers and broadcast targets.

• Leveraged comedian Sherry Davey, key Tommee Tippee spokespeople• Worked with Mom Bloggers Club and Twitter Moms to drive product reviews nationwide – three month-long programs executed in July 2010, August and November 2010.• Managed/grew the Tommee Tippee U.S. Facebook and Twitter pages.

• The entire period of April 1, 2010 to January 1, 2011 resulted 101,700,003 impressions from 331 pieces of coverage.• Top print and online coverage included Parenting (twice), BabyTalk (three times), American Baby, FitPregnancy (twice), Pregnancy & Newborn, Real Simple, iVillage.com (three times), LilSugar.com (three times) and Daily Candy Kids e-newsletter and online• Top mom blogger coverage included top influencers identified from Babble’s Top 50 Mom Blogger and Nielsen Power Mom lists such as Two of a Kind Working on a Full House.• Grew the Facebook fans to 6,849 and Twitter following to 2,036.• All communications efforts helped the goal of increasing brand awareness. From our consumer brand awareness study results on August 2, aided brand awareness grew from zero to 23%, ahead of competitor Dr. Weil.