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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".

The challenge:

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.

In summary


pictures on the instragam account


comments on Instagram

4 500



publications with #Stokkeparisbaby


“Oxygen PR in San Francisco did a terrific job in helping us, Homido VR gain a better visibility within the media as we developped our operations in the USA. The whole team was very professional and competent, and was hands on for us at all time. They provided a state of the art PR effective strategy and supported us in our communications campaigns. The positive cooperation was particularly appreciated for the launch of the Homido 'mini' virtual reality glasses during CES 2016 in Las Vegas. Thank you Oxygen for going the extra miles to bring us closer to our public in the US!”

  Olivier Mondon, PR Communications manager for Homido VR,

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