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.