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Health & Wellness PR Case Study

e.p.t. Helps Women Celebrate
the Moment They Knew
The makers of e.p.t. challenged Hunter Public Relations with developing a communications program that leveraged the brand’s planned “Keepsake Case” promotion, targeting women who are actively trying to conceive. Inspired by the insight that many women save their positive pregnancy tests as keepsakes, Hunter PR created “The Moment You Knew” campaign to help establish e.p.t. as the pregnancy authority and align the brand with the emotion and excitement of a positive pregnancy test. On behalf of e.p.t., Hunter PR conducted a survey of mothers and expectant mothers to learn more about the who, what, when, where and how of the moment they knew. Hunter PR kicked off the campaign by leveraging the Babycenter.com community of expectant and new moms to establish “The Moment You Knew” as an emotional event worth sharing. Within the e.p.t. “The Moment You Knew” community, women were encouraged to share their stories for charity. For every story shared, e.p.t. donated $1 to Room to Grow, an organization dedicated to enriching the lives of babies born into poverty throughout their critical first three years of development. Through a MomCentral blog tour and Twitter party, Hunter PR was able to leverage the survey results and keepsake case to reach influential mommy blogs and a network of moms eager to share the story of the moment they knew. Hunter PR also secured stories from celebrity moms Trista Sutter, Constance Marie, Kerri Walsh and Jennie Finch. To build upon the campaign, e.p.t. partnered with Pregnancy Awareness Month (PAM) to reach and communicate with a network of pregnant women, moms and women trying to conceive via digital social media, including Facebook, a Twitter party and monthly newsletters, during the month-long, educational initiative. Despite the potential “ick factor” associated with saving a pregnancy test, “The Moment You Knew” campaign resonated with moms, women trying to conceive, and media alike, reaching more than 26 million target consumers through media including iVillage, lilsugar.com, momlogic.com, parenting.com, Pregnancy & Newborn, Yahoo! Shine and The Stir.

e.p.t. Public Relations

PHOTO CAPTION

Don’t Toss That Stick: According to a recent survey commissioned by the makers of e.p.t.® Brand, finding out they were pregnant was a moment so special that 67 percent of expectant mothers saved their at-home pregnancy test, and more than three in four moms and expectant mothers (77 percent respectively) would likely save it if they had a keepsake case to put it in.