Leveraging Creative Content to Boost Brand Awareness for My Nametags in 2021
My Nametags 2021
My Nametags is a leading online name label supplier. In 2021, the brand’s objectives were to raise awareness of its product offering amongst parents and continue to build the brand’s reputation as an authority on modern parenting by securing high-quality media coverage.
62Average Domain Authority
How We Helped
The brand doesn’t naturally generate a lot of news due to the evergreen nature of its products. So, we devised a calendar of creative campaigns designed to give us the news hooks and content required to gain targeted media coverage for the company. Each campaign was carefully designed to appeal to My Nametags’ target audience of parents and gain the attention of journalists in relevant media, including national, regional, lifestyle, and parenting press.
The campaigns focused on creating relatable and shareable content that established My Nametags as experts in parenting and offered an opportunity to communicate the brand’s key messages. In addition to the media stories, we created added-value content, hosted on the brand’s website, for each of the campaigns to encourage media to include backlinks to the site and drive targeted traffic. This content included interactive maps, advice on relevant issues, and infographics.
It was essential that our campaigns were timely and included a strong media hook to gain cut-through in an increasingly competitive media landscape. To do this, we used various data sources to add weight and credibility to our stories, including consumer research, My Nametags’ own sales data, and government data. For example, our ‘Endangered Names’ campaign utilised My Nametags’ own sales data to reveal the names that are declining in popularity. Our Real Cost of Lost Property campaign used data from consumer surveys alongside existing research from environmental bodies to establish the environmental impact of lost property.
We also worked closely with the brand’s international PR agencies in Ireland, Italy, Portugal, and the Netherlands to replicate our campaign ideas internationally. This joined up approach was hugely successful and generated further coverage across Europe.
Throughout the year we secured 235 pieces of media coverage for the brand, including 10 pieces in the national media across the Mail Online, Daily Express, Daily Mirror, The Sun, Daily Star, and MSN. This coverage was successful in reaching a large and broad audience, whilst coverage secured in parenting titles ensured we reached a highly targeted and engaged audience of UK parents. All online coverage was secured in high-quality outlets with an average domain authority of 62.
The coverage contained 182 direct links back to the My Nametags e-commerce website (an average of 1.3 links per online piece) and 501 brand mentions. We also secured 94 pieces of print and broadcast coverage for the brand across reginal, consumer, and parenting press, including several money-can’t-buy interviews with the BBC.
To find out more about our creative campaign expertise, please do get in touch.
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