The Dou-Doods

Inclusion in some of the country’s most prominent gift guides

The Challenge

The Dou-Doods are snuggly, sustainable baby comforters, and the brainchild of a particularly crafty mum.

Monique came to us because she wanted to have a clear business plan in place during and after her maternity leave.

We were keen to draw upon the Dou-Doods’ success over the previous two years: this was a double award-winning product that was on the radar of some influential social media influencers in the mummy-blogger-sphere. We identified a gap in media outreach and were confident we could bridge it. 

We aimed to get the Dou-Doods included in some of  the country’s most-loved and well-read Christmas gift guides, and put Monique’s company on the map in the lively and competitive baby-product sector.

We were working with a smaller budget for this project so decided to focus on in-depth research and direct telephone contact with journalists, instead of a scattergun email approach. We knew highly targeted sampling would save time and stretch the budget further.

Key wins
  • Online readership of 147 million
  • 187,000 coverage views​
  • 30% sales increase post-campaign

The Solution

We worked closely with Monique to create a media list, drawing upon our library of contacts and her aspirations. This gave us a range of outlets; parenting, lifestyle, female and gift publications to aim for, both local and national.

We created a compelling press release, drawing upon the Dou-Doods’ popularity, their unique qualities and obvious Christmas appeal. Releases were tailored for each contact. 

We highlighted potential awards the Dou-Doods were suitable for, which would boost media presence.

We worked reactively as well as proactively, looking out for any journalists and bloggers who were requesting Christmas gifts to review.

All published coverage was shared across Twitter, LinkedIn and Instagram by us and Monique to amplify the message.

“ I have loved working with Carnsight. They are such lovely and enthusiastic women, and so keen to make a difference for everyone they work with. They really support small businesses and appreciated that I didn’t have a huge budget to spend on PR. They helped me spend my money smartly to really make every penny count. We got some really great editorial exposure from the press release we worked on together. ”
Monique Horrigan
creator of The Dou-Doods
“ The advice they offer me on the many questions I have continues to be invaluable. ”
Monique Horrigan
creator of The Dou-Doods
“ Thanks for everything you have done for me, ladies. I look forward to working with you again on the next project. ”
Monique Horrigan
creator of The Dou-Doods

The Results

Over a three-month period, the Dou-Doods were included in a range of prestigious and popular parenting and lifestyle gift guides. We achieved:

  • 6 pieces of coverage
  • An online readership of 147m
  • 187k estimated coverage views
  • 152 social shares
  • An average domain authority of 79
  • An award win with the MadeForMums 2019 Toy Awards 
The Dou-Doods were featured in the Independent, Baby, Stylist Magazine, City Kids, Bambino Goodies, MadeForMums and more. Monique was delighted with the campaign and reported a 30% uplift in sales.


Publications featuring The Dou-Doods




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