Funmum.com – Celebrity Endorsement
New to the market, maternity-wear manufacturer funmum.com needed a high-profile celebrity to catapult them into the fashion pages of the yummy-mummy press.
Creative Planning
At the time television's Vets In Practice was high profile so O’Leary RM approached Trude Mostue who was 3 months pregnant and negotiated a deal whereby she became the face of funmum.com in exchange for clothes from the funmum.com catalogue.
Execution
O’Leary RM worked with Trude’s agent to identify key events in her diary and matched her clothes to the occasion.
O’Leary RM sold in interviews with the fashion pages of national and regional press and identified testing features in parenting press.
Results and measurement
Over a period of 3 months, funmum.com appeared in every parenting title including Practical Parenting, Prima Baby, Pregnancy & Birth, Mother & Baby and Baby and You. Their feeding pyjamas won ‘Editors Choice’ in Practical Parenting.
A 4-page photo-feature appeared in the Bath Chronicle and photographs of Trude also appeared in three national titles including The Daily Mail, Scotland on Sunday and The Daily Express. Crucially all made mention of her clothes and included www.funmum.com
O’Leary RM was also successful in getting Trude on Richard and Judy discussing ‘looking good in pregnancy’.