Munchkin - Market Penetration Campaign

Story

Munchkin, Inc., designer and manufacturer of clever infant and toddler products, was on the cusp of launching one of the biggest innovations in its company history—the ARM & HAMMER™ Diaper Pail by Munchkin.

 

At the time, the diaper pail category was dominated by one major player, so Munchkin needed to come up with a creative way to take the attention away from its big brand competitor and  make a significant enough splash to capture target consumer and media attention.

Tactics

  • Conduct a deskside media tour to educate top-tier national parenting, pregnancy and lifestyle media about the product
  • Leverage the trusted ARM & HAMMER name and compare/contrast the product’s features and benefits against the market leader
  • Harness the power and influence of mommy bloggers and online parenting media by hosting a “Diaper & Decanter Affair,” a wine-themed influencer event in New York City offering attendees an exclusive look
  • Conduct a webinar for geographically dispersed mommy bloggers and media to generate online discussions and build additional credibility
  • Promote launch via Facebook and Twitter, encouraging bloggers and media to generate posts
  • Nominate the ARM & HAMMER™ Diaper Pail by Munchkin for the iParenting.com Media Awards

Results

  • Held at the upscale Del Posto Ristorante in Manhattan, the Diaper & Decanter Affair was attended by a dozen media/ bloggers and yielded extensive coverage
  • Havas Formula generated 300-plus articles and more than 30 broadcast segments, totaling more than 172 million gross impressions and effectively stealing the spotlight away from Playtex
  • Coverage appeared on high-profile mommy blogs and parenting publications/websites such as MomCentral.com, ModernMom.com, Parenting, American Baby, Parents.com and DailyCandyKids.com
  • Secured a month-long, dedicated SheKnows.com diapering sweepstakes
  • Product won multiple national awards, including Babble.com’s pick for Best Diaper Pail of 2011

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

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