Media relations for Mimijumi brand

Skills area: Media relations, product launches

Objective: Launch new type of product, generate fan base and boost online sales

Mimijumi briefed Gravitas to generate awareness of this new type of product designed to promote combination feeding. They needed fast results to boost sales.

To find out the narrative of the product, Gravitas interviewed and teased out the story of its owner – the woman who secured the European rights for Mimijumi after it helped when her baby son suddenly refused to feed from a standard bottle. Gravitas knew her story needed to be heard and used her as a case study. She also joined Gravitas on media 1-2-1s to put the bottle and its complex story in front of the media, generating coverage in publications such as Daily Mail: You Magazine, Woman and Home Feel Good You and Prima Baby & Pregnancy.

We created a factual press pack, including the story behind the bottle, advice and mum-to-mum bottle feeding tips which we used for a wider media sell in. This was sent to women’s consumer titles, parenting press, older consumer press and mum/dad bloggers. This resulted in blanket coverage. Gravitas also used proven methods to support the campaign, which included sending bottles for reviews, entering Mimijumi into the Mother and Baby Awards and implementing giveaways, including a Facebook competition.

To drum up trade support Gravitas generated coverage around a major deal with French supermarket giant Intermarche and documented the launch of the Mimijumi bottle to be sold in nurseries.

The campaign created a significant rise in website hits.  Mimijumi also said sales rocketed following a piece on the Daily Mail website which had a direct link to the website.