WeylandtsFreedom Kids Launch

freedom, as part of an overall product reinvigoration, launched its first ever kids’ bedroom collection and wanted to create awareness of the new range and generate excitement and talk-ability to ultimately generate sales.

effie&co conducted an integrated PR and influencer campaign which included a launch event at freedom’s flagship store in Moore Park Sydney attended by key home and lifestyle media and mummy influencers; a media relations campaign with lifestyle and parenting media; and a mummy influencer gifting program.

The freedom kids’ public relations campaign was very successful resulting in considerable media coverage with a combined readership of 1.1 million including a segment on Today Extra and editorial in The Daily Telegraph, Herald Sun, homebeautiful.com.au and bhg.com.au and interiorsaddict.com

The influencer campaign included 23 Instagram posts and 85 stories with a reach of 1.2 million including posts by leading mummy influencers @notsomumsy and @kylyclarke. Sales of the range have exceeded expectations and continue to be very strong.