Firefly creates a buzz around the new kid on the block, iCandy
iCandy was unknown in France and needed to establish itself against well-known brands such as Bugaboo and Bébé Confort. iCandy is a premium brand and therefore only right for an audience who will pay for quality.
Press coverage and features about pushchairs are few and far between so Firefly needed to be creative with pitch angles. Firefly created a web competition with notable parenting forums in order to create desire and interest for this luxury brand.
Firefly put together a calendar of creative proactive activity (features, reviews, events and press announcements) in order to maximise PR pick-up and increase demand in the products.
Firefly looked at targeting family print titles, as well as sending review samples to top family blogs and Instagram influencers. Firefly also had a hand in organising some celebrity endorsement to reach more consumers.
Within the first few months, Firefly achieved pick-up in top parenting press such as Neuf Mois, Parents and ActuBaby to name a few. Firefly also secured reviews on some of the most influential parent blogs.
Overall, the Firefly campaign resulted in an increase in brand awareness measured by a higher share of voice compared to competitors.