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A Successful Partnership

Weaning Week 2020

weaning week

For the first time Weaning Week partnered Organix.

The week saw: 20.3 million reach on Twitter, 1,387,900 reach on Instagram, 1,787,574 reach on Facebook, 2 million reach on our Twitter chat and 35,500 page views on the Weaning Week website.

#WeaningWeek2019 was the top trending hashtag within the weaning/feeding category, and NationalWeaningWeek came in 3rd place.

The week saw over 120 brands, retailers and experts come together to provide competitions, articles, recipes, twitter chat, Instagram Live, Workshops and product reviews, and featured in press nationwide.

Brands who partnered with the campaign in 2020 included Organix, vital baby, Nuby, Itsy, Mum & Me, Your Baby Club, Bibetta, Doidy Cup, Baby Cup, Tidy Tot and Tesco to name a few!

The NHS and Health Authorities across the UK were quick to get on board, and new content included a useful meal planner and vegan/vegetarian menu options when weaning.

A survey of over 1,000 parents, which ran in partnership with Your Baby Club, highlighted answers to concerns and fears parents have when weaning e.g the fear of choking, how they plan to wean, favourite retailers and influences when feeding baby.

We ran several competitions a day over the week which generated nearly 30,225 competition entries.

For the first time we ran 13 free Weaning Workshops with experts and influencers, which saw hundreds of participants joining in 2020 saw our first ever Weaning Week Awards, which was a phenomenal success! Over 25,000 votes were cast, website saw 18,570 views and over 40 brands attended the live awards ceremony. For the first time we partnered with Organix to help us promote Weaning Week.

Brand collaboration

BIBETTA & ANNABEL KARMEL BIB LAUNCH

Annabel Karmel and Bibetta teamed up to produce a new range of weaning bibs. Featuring the iconic Annabel Karmel apple design and available in 3 colours, the award-winning  Bibetta UltraBib and UltraBib with sleeves, are easy to clean, tough and durable.

TACTICS:
Launch event at The Baby Show Excel for Bloggers and Journalists
Fashion Show inclusion at The Baby Show Stand support at The Baby Show, consumer baby press and blogger outreach Trade PR, newsletters, competitions, 3rd Party promotion with Your Baby Club, social media content and advertising.

RESULTS:
6 pieces of trade press coverage
8 consumer press articles
14 blogger articles
2 celebrity images

Brand collaboration

BIBETTA & ANNABEL KARMEL BIB LAUNCH

Annabel Karmel and Bibetta teamed up to produce a new range of weaning bibs. Featuring the iconic Annabel Karmel apple design and available in 3 colours, the award-winning  Bibetta UltraBib and UltraBib with sleeves, are easy to clean, tough and durable.

TACTICS:
Launch event at The Baby Show Excel for Bloggers and Journalists
Fashion Show inclusion at The Baby Show Stand support at The Baby Show, consumer baby press and blogger outreach Trade PR, newsletters, competitions, 3rd Party promotion with Your Baby Club, social media content and advertising.

RESULTS:
6 pieces of trade press coverage
8 consumer press articles
14 blogger articles
2 celebrity images

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