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Case Studies

Health and Beauty Case Study

e.p.t. Helps Women Celebrate the Moment They Knew

Objective

Develop a communications program that leverages e.p.t.’s “Keepsake Case” promotion, targeting women who are actively trying to conceive.

Approach

  • Inspired by the insight that many women save their positive pregnancy tests as keepsakes, Hunter PR created “The Moment You Knew” campaign, aligning the brand with the emotion and excitement of a positive pregnancy test.
  • We tapped the Babycenter.com community of new and expectant moms to share stories of “The Moment You Knew,” with each story generating a donation to the charity Room to Grow. Hunter PR also secured stories from celebrity moms Trista Sutter, Constance Marie, Kerri Walsh and Jennie Finch.
  • As an additional layer to the program, Hunter PR surveyed mothers and expectant mothers to learn about the moment they knew. We leveraged the survey results and keepsake case to reach influential mom blogs and other networks of moms eager to share the story of the moment they knew.

Results

“The Moment You Knew” campaign reached more than 26 million target consumers through media including iVillage, lilsugar.com, momlogic.com, parenting.com, Pregnancy & Newborn and The Stir.

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Tags

e.p.t. Public Relations

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 such a special moment that 67 percent of expectant mothers saved their at-home pregnancy test, and more than three in four moms and expectant mothers (77 percent) would likely save it if they had a keepsake case to put it in.