MOTHERCARE - 50 YEARS OF PARENTING
Radio Interviews, Video Podcast & Competitions
September is traditionally the time of year when birth rates reach their annual peak. September 2011 also saw Mothercare celebrate their 50th anniversary of supplying innovative parenting solutions to parents in Britain. Mothercare wanted to celebrate this milestone, as well as reflect on the evolution of parenting in the last five decades since the baby boom in the 1960's, by launching a media awareness campaign that positioned themselves as the leading, innovative, experienced voice on convenient and accessible parenting solutions in retail.
Mothercare chose multiple routes to coverage by utilising radio interviews, on-air competitions and online video podcasts to ensure they maximised the campaign’s reach. Interviews were conducted with two Mothercare spokespeople, Sarah Boyle and parenting expert Dorothy McGee, to talk about the changes in parenting over the last 50 years. The pair also participated in video podcasts which were broadcast on various online outlets. The competition saw a variety of Mothercare goodies as prizes for audiences across the UK. Sarah and Dorothy received excellent feedback from presenters whilst lucky prize winners valued the genuine difference their prize made to parenting.
Coverage highlights included: Sky News Radio, BFBS, Clyde 1 FM, Heart Essex, Real Radio Yorkshire and Big City Radio. Online coverage included: Daily Mail, MSN Life and Style, ITV and Female First.
Campaign in Numbers:
Mothercare’s radio campaign managed to secure a weekly reach of 40.3 million listeners with 5 hours 19 minutes’ worth of coverage, whilst the online campaign secured 95 million monthly unique visitors.
Mothercare’s radio campaign secured a total of 56 items of coverage across the UK, whilst the online campaign secured a total of 22 items of coverage.