Case studies Stokke
Capitalising on the power of bloggers' influence for a product launch: #stokkeparisbaby
Since 2013, OXYGEN has been in charge of communication for the Norwegian childcare brand Stokke® for France. Recommendations being particularly important in this sector, it is fundamental for the brand to communicate to the sphere of influential "mummy bloggers".
Ensure the visibility of the new MyCarrier TM baby carrier during its launch, both in traditional media and on the web.
The recommended plan of action:
In addition to the PR scheme, the agency organised the Stokke® Paris Baby walk with selected "mummy" bloggers by inviting them to participate in a guided tour of the Marais district of Paris with their babies.
The scheme had several objectives:
- To contextualise the product to demonstrate its ease of use and comfort:
- To build the support of the bloggers to make them potential key influencers:
- To create a rich and lasting connection with them
Our team selected bloggers with small children that have a strong influence on the web (unique visitors + Social Networks) and concocted an enticing programme for them: Breakfast at Beaubourg, guided tour of the Azedine Alaïa workshop, Marché des enfants rouges, etc. all while using the MyCarrier TM baby carrier.
Throughout the tour, in addition to photos posted by OXYGEN on Stokke's Instagram account, they were also invited to post pictures on their own account with the #stokkeparisbaby hashtag while urging their community to participate.
This operation was an opportunity for Stokke to strengthen its relationships with these influential bloggers and promote their commitment to the brand. It also helped ensure good visibility of the carrier on the Internet, particularly on Instagram and Pinterest, favourite networks of connected mums.
pictures on the instragam account
comments on Instagram
publications with #Stokkeparisbaby
Olivier Mondon, PR Communications manager for Homido VR,
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