Milking publicity with the right spokesperson
With competitors following suit, Born Free’s claim of BPA-free had lost its luster as a key differentiator. As such, Hollywood Agency was tasked with positioning the baby bottle as fuss-free.
The agency established the key retail month of March as Colic Awareness Month and sought a spokesperson. Appreciating the American Academy of Pediatrics pro stance on breastfeeding, a campaign advocate had to be carefully considered. New mom Giuliana Rancic of E! News and Style Network’s Giuliana & Bill arose as the perfect choice. Rancic, whose struggle with breast cancer and surrogate pregnancy left her with no choice but to bottle-feed, also happened to be a fan of the brand. Rancic’s endorsement would mollify the debate regarding bottle vs. breast and let the focus remain on the product’s colic reducing feature.
The strategy included earned, owned and paid media. Media tactics included a survey, co-op satellite media tour, and mat release. Social media tactics included a promotion gifting 300 bottles by moms to moms in less than a minute and a Twitter party. Rancic’s appearance at a Big City Moms event offered an opportunity to meet with fans. This, along with a staged paparazzi shot, garnered celebrity media in OK!, People.com, E! News, InTouch, Celebrity Baby Scoop, SheKnows.com, Examiner.com and US Weekly. The media impressions totaled over 47 million.
Born Free realized a double-digit bump in sales by end of the campaign blitz, delivering a significant and measurable return on investment.