The Royal Baby: A Real Time Marketing Dream
A baby being born is big news; a royal baby is a global branding and marketing phenomenon.
This week, as the Duke and Duchess of Cambridge celebrate the birth of the royal baby, companies have been leveraging the opportunity for some patriotic marketing by rolling out some ingenius and outlandish products and promotions. Twitter especially has allowed for marketers to react in real time to the royal baby watch; and has been awash with brands using the trending keywords to cash in on a marketing opportunity.
On the royal brand-wagon
Brands from all ends of the consumer spectrum have taken the chance to promote their services and products. Here is our pick of some of the best and worst royal baby marketing ploys:
Pampers used an innovative, social media driven campaign to market their brand. Working with Saatchi & Saatchi London, the nappy brand created a baby blanket printed with well wishing tweets of support in real time using the hashtag #babyblanket. The blanket was knitted live from 18th to 21st July at Westfield Shopping Centre in Stratford. Pampers also donated a nappy for every tweet sent to Home Start UK, a charity supporting families in need.
Ryanair did a print ad that offering free seats for infants but put their money on it being a boy, as they only offered a day free if it was a boy as opposed to two days if it was a girl.
— Olivia Hughes (@OliviaEmilyH) July 23, 2013
Play Doh also joined in the Twitter marketing by crafting a scene of the new parents with child to tweet their congratulations.
Maternity clothing brand Séraphine worked with an outdoor campaign on London busses from the beginning of July; routes running close to the the Duke and Duchess of Cambridge’s home at Kensington Palace home ran a campaign asking ‘Is it a girl? Is it a boy?’. The ads after the birth read ‘Congratulations M’um’ , in a word play on the Queen’s salutation.
Whilst many will be patriotic and excited about the birth of the new Prince, some news channels have recognised that Royal overload may put off some of their readers. The Guardian offers a royal news blocker option to remove stories relating to the Monarch from the feed of those who prefer not to be inundated with the baby news.
In a rather more grotesque marketing ploy, online betting company Paddy Power publicised their Royal Baby betting service by unleashing four giant babies in front of Buckingham Palace in a bid to illustrate the available bids on all variations in the run up to the birth of Baby Cambridge. With Paddy Power ads normally acting as a font of controversy and excitement with their marketing stunts this was a surprisingly tame effort from them.
Regus took the rather tenuous and boring approach of a blog trying to link their new business lounges and how they encourage new parents to stay in touch with their offspring.
The Grosvenor House hotel has transformed one of their exclusive suites into a baby’s nursery in honour of the new prince. The suite costs $3,420 (£2,230) a night, and was designed by Dragons of Walton Street. A stay comes with on-call baby concierge, childminders, spare nappies, an organic baby food menu, and Silver Cross Balmoral pram. Not one for mere mortals though with that price tag.
This is the first Royal birth to play out amid social media attention, and as the coming weeks unfold more branding and marketing stories will be brought as companies compete to stay on the the crest of the royal newswire wave. If you spot anything new then keep us updated via the comments.
Image Courtest of Inglesina Baby / FreeDigitalPhotos.net.
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