Brief
Reach beyond the core-target media titles in the parenting press and establish a presence in the lifestyle media.
Client: iCandy
DISCIPLINES:
Influencers
public relations
Social Media
Year: 2017
Response
Given the quality of iCandy pushchairs, with their premium positioning, M+A could target upmarket media without being confined to the conventional parenting press. The “pushchair of the stars” was presented as a fashion option for parents who look after their style.
PRODUCT Placement IN shootS
The modern, fashionable design of iCandy pushchairs was ideal for fashion shoots in women’s and lifestyle magazines. By negotiating their presence in these sections, we enabled the brand to strengthen its trendy vibe, while generating quality content.
influencer Collaborations
Several partnerships in return for merchandise were put in place with lifestyle influencers (@clara.rocchia, @mikkarocchia, @goldenwendyleblog) with mid-sized to large audiences. A total of 15 Instagram posts and about 60 stories delivered potential reach of 150,000 people.
Results
118
MEDIA CLIPS OBTAINED SINCE 2017
193 MILLION
OPPORTUNITIES TO SEE (TOTAL AUDIENCE)
322 K€
EAV (EQUIVALENT ADVERTISING VALUE)
0,32 €
CPM (COST PER MILLE)