Launching Moochies for Kids in the UK
In November 2015, start-up Moochies for Kids launched their wearable phones and trackers in the UK, enabling two-way communication between parents and their children. We were brought on board to introduce not only the product to the media, but also raise awareness of the new technologies being built to keep children safe and position Moochies for Kids as leaders in the field.
The core objectives for this campaign were to:
• Successfully introduce Moochies for Kids to the UK market as a brand new start-up through targeted media exposure.
• Increase new product orders of the watch in the UK, along with driving traffic to the website.
• Position Moochies for Kids as industry leaders in child safety technology.
Originality and Creativity
As a new start-up, Moochies for Kids had no prior presence in the media before, so we introduced them to the media as a fresh and exciting option for several Christmas gift guides.
We also worked closely with numerous parenting bloggers and writers throughout the campaign to place reviews of the wearable phones and trackers after having tested it out for themselves with their own children.
Through a combination of survey data and thought-led content, we further devised news hooks to demonstrate the importance of safety technology and helped to challenge perceptions of tracking devices to show how they offered a greater level of freedom for children.
Strategy and Implementation
To launch Moochies in the UK market, we first arranged a press trial day, which saw 20 pre-selected journalists attend a hands-on demo of the watches to raise awareness prior to the official product launch. We also created a survey which revealed the percentage of parents who have experienced their children wandering off, which we used as part of the product launch to grab the attention of the press.
While launching the product across the national, consumer tech and parenting press, we arranged samples for high profile journalists and influencers to trial in return for product reviews across a plethora of key titles.
Results and Evaluation
In the first two months, our proactive PR outreach resulted in over 50 pieces of coverage across a range of key titles, directly increasing orders of the watch and impacting on the client’s bottom line. The coverage we achieved included national titles such as Daily Mail Online and The Daily Telegraph, consumer tech outlets such as The Metro’s Lust List and MSN, and parenting titles including MumsNet and NetMums.