Fast Track Results

Skill area: Media relations

Objective: Product re-launch

The Maybe Baby Ovulation Tester needed fast results and some TLC following a failed PR launch – by a different PR agency.

In a market of big players with big bucks, Clearblue had just launched an ovulation tester with a £1 million marketing campaign, we set about a three month project on a shoestring budget but with the determination to generate our client some hits.

We drafted a press pack incorporating the science behind the product and results from a small scale ovulation study conducted by Maybe Baby. The product was positioned as an on-the-go, lipstick-sized fertility aid for busy women who want to pinpoint ovulation and fast track conception.

Due to the product’s complex mode of action it was important to brief as many media face to face. The client didn’t have an expert on hand so we swotted up on the product and learnt how to read the journalists’ saliva pattern through the Optix lens microscope.

Briefings took place with several consumer and pregnancy magazines with key titles including Zest and Prima Baby. Sell-ins were conducted over the phone with UK and Irish press, products sent out for trial and competitions arranged over the period - an askamum.co.uk facebook competition generated 750 entries.

Coverage appeared in ten titles after the three months with more than two million extra people knowing about the product.