The Dou-Doods: inclusion in some of the country’s most prominent gift guides

30% sales increase directly down to PR activity
147 million online readership
187,000 coverage views
I have loved working with Carnsight. They are such lovely and enthusiastic women; so keen to make a difference for everyone they work with and help them make their mark on this crazy, busy world. They really support small businesses and appreciated that I didn’t have a huge budget to spend on PR so helped me spend my money smartly to really make every penny count. We got some really great editorial exposure from the press release push that we worked on together.
 
The advice they constantly offer me on the many questions I have is continually invaluable.
 
Thanks for everything you have done for me ladies. I look forward to working with you again on the next project.

In a nutshell

The Dou-Doods, the loveable, sustainable and unique baby comforters, are the brainchild of crafty Mum, Monique Horrigan. With the birth of her second child imminent, Monique wanted to have a clear plan in place for during and after her maternity leave. 
 
We drew upon The Dou-Doods’ success in its previous two years; a double award-winning product under the radar of some influential social media influencers in the mummy-blogger sphere but, found a gap in media outreach. 
 
We created an in-depth PR strategy aiming to help The Dou-Doods be included in some of the country’s most-loved and well read Christmas gift guides in order to boost sales and put The Dou-Doods on the map within the baby world. 

A highly targeted approach was needed as we worked with a smaller budget for this project. We understood the Dou-Doods’ needs as a small business and worked hard to support this. We focused on in-depth research and direct telephone contact with journalists instead of a widespread scattergun email approach in order to achieve contact faster and more efficiently. 

 

What we did

  • We worked closely with Monique to create a media list, drawing upon our own library of contacts and her wish-list. These included a diverse range of outlets; parenting, female, lifestyle and local 
  • We created a compelling press release, drawing upon The Dou-Doods success so far, its USPs and its Christmas appeal – each release was tailored for each contact. Sampling was key here, and we were focused on selecting the best, most relevant outlets, avoiding a scattergun approach
  • We highlighted potential awards for The Dou-Doods to consider entering to boost media presence
  • We worked reactively as well as proactively, looking out for any journalists and/or bloggers who were asking for Christmas gifts to review 
  • All published coverage was shared across Twitter, LinkedIn and Instagram, both by us and the client, to amplify The Dou-Doods further

The results

Over three months, The Dou-Doods were included in a range of prestigious and highly read 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 
 
 

Publications featuring The Dou-Doods