Boppi
Helping a British toy brand get to the top of Christmas wishlists
The Challenge
Carnsight was brought on board by Click Europe, the parent company of toy brand boppi, to help grow recognition and credibility at a key time – Christmas.
The tough market environment and economic uncertainty created some additional barriers to break through. We were tasked with communicating boppi products’ timeless quality and eco-credentials. Earning a place on gift lists and at the forefront of consumers’ minds in the lead-up to Christmas was paramount.
Client
Key wins
- ITV’s This Morning Christmas gift list feature on National TV Broadcast and online
- Online readership of 182 million
- 251,000 estimated coverage views
- Coverage in nationals such as the Express, Netmums and Good To Know
The Solution
A holistic approach was key.
- To maximise pre-Christmas consideration and publication lead times, we began building momentum for boppi in July and worked through a holistic, long-term approach through to December.
- We built a comprehensive media list, building relationships with key contacts and proactively pitching boppi products. As there was no advertising support, we often introduced journalists to the boppi brand for the first time. Leveraging boppi products’ uniqueness in a crowded market, we targeted press and independent review titles in both broader/mass market and more niche consumer spaces.
- We also worked with the Click Europe team to secure and run a Power Pitching event with CIJ Group, which we knew would be effective. This PR version of ‘speed dating’ was attended by journalists with a specific interest in Christmas gifts and e-commerce, and who hailed from key national and boutique publications, and we helped craft an effective script.
- Alongside these product spotlights, we nurtured a profile of excellence and industry expertise for key brand spokespeople. This included comment features and thought leadership pieces placed across trade press and national titles.
The results
Christmas was there, and so was boppi.
Through building momentum as early as July, we were able to establish boppi within the media. Despite the crowded market, we pushed boppi’s uniqueness and eco-credentials, landing their products in the public eye.
After securing coverage in Nationals, we also maximised boppi’s local presence, placing them in London Daily News and UK News Group.
Key points
- ITV’s This Morning Christmas gift list feature on National TV Broadcast and online
- Coverage in national titles such as the Express, Netmums and Good To Know
- An online readership of 182 million
- 271,000 estimated coverage views
- An average domain authority of 44
