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On The Vine

24.11.14 CLIENT SPOTLIGHT: Worlds Apart’s 2014 Consumer Campaign

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After working on Worlds Apart’s brand strategy we were appointed its lead agency for all marketing and PR activity. As a leading children’s lifestyle brand, Worlds Apart aim to design products that make family life easier and more fun. After months of planning, July saw the launch of our fully integrated campaign Ready for Bed? The campaign was designed to educate parents on the importance of a good toddler sleep routine and offer support and advice at a key period of transition – from cot to their first bed.  The goal of the campaign was to position Worlds Apart as a trusted friend to parents, and showcase the quality sleep products that the company has within its family of brands.

To kick off the campaign we commissioned a PR survey which provided key findings on the topic of toddler sleep, gaining coverage in targeted national parenting media and top tier blogs such as Gurgle, Parentdish and Made for Mums. Establishing a brand partnership with a NHS children’s sleep expert, meant Mandy Gurney was able to work alongside Worlds Apart to offer support and guidance on the topic of toddler sleep.

We worked with Mandy to produce a Toddler Sleep Guide, to offer parents advice on establishing a sleep routine with their child, which is available to download from the client’s website. We incorporated all of Mandy’s advice into a series of Toddler Sleep Guide videos, and produced supporting blog content, which offered an alternative way for parents to gain guidance. We also ran a live Twitter Q&A, which offered parents the opportunity to gain real one to one feedback on their children’s sleep problems. Reaching out to over 50,000 people in one afternoon, showed the topic was a popular area for discussion in the parenting community. All of the content was hosted on a bespoke campaign page within the new Worlds Apart website, and supported by on-brand design assets.

Finally in September, we closed the campaign with a successful blogger event at the Museum of Childhood in London. Some of the country’s most influential parent bloggers were invited to attend and gain tailored advice for their children’s sleep problems, and tried out some of Worlds Apart’s products in the process! Check out the video below for a taster of what the event was like.

We’re thrilled that we’ve helped our client to reach a new audience, gain valuable insight into the concerns of modern families and benefit from an increase in brand exposure to target audiences. Now looking to 2015 we are currently planning our next big campaign with Worlds Apart… so watch this space.


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