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case study

Motherlove

PR Love for Motherlove

Challenge

After 40 years in business, Motherlove, a line of herbal products for new and expecting moms, felt they needed a (brand) facelift and new product packaging that better helps moms choose the right product. Proud of their new look, Motherlove hired ROOT to tell the story of their decades of success, and share the rebrand with customers, the natural products industry, and potential retail opportunities.

Results

In seven months, ROOT secured 40 pieces of coverage with a potential readership of 378 million and over 1,500 social shares. Top-tier placements included The New York Times, Healthline, Health Digest, Babychick, Romper, NOSH and more.

ROOT took home a PRSA Colorado silver pick award for its work for Motherlove for earned media relations in the consumer services category.

Solution

ROOT’s goal for Motherlove was to introduce their new rebrand to the U.S. through a strategic PR campaign. ROOT developed strategic key messaging (differentiating its brand from the hundreds of other natural product companies geared towards moms,) and a media relations plan that concentrated largely on media outlets that Motherlove’s target audience – new and expecting moms, the natural products industry, and b2c mass retailer decision makers – read and are influenced by. After creating targeted media lists, and creating and distributing the launch press release announcing the brand changes, ROOT got to work securing PR boxes for top media, including goop, The Bump, well + good, INSIDER and dozens more top targets.

After the initial announcement, ROOT executed a holistic media plan that included short-lead, long-lead and evergreen stories. Successful pitches/press releases that resulted in stories included: “Debunking Top Breastfeeding Myths During National Breastfeeding Month,” “Ahead of Cesarean Awareness Month, How to Write a Birth Plan” and “Motherlove Grows the Family: Motherlove expands presence in Walmart, Walgreens, CVS, HEB.”

In Their Own Words

“At Motherlove, we used ROOT to help us reach new audiences within the natural products and maternity/baby space. ROOT was able to take our niche category and generate compelling topics that we could lead with each month. ROOT generated new connections for us on both a local and national scale to help spread our brand’s story and share about our product line.”

– Katherine DeBease, Marketing Director

Challenge

After 40 years in business, Motherlove, a line of herbal products for new and expecting moms, felt they needed a (brand) facelift and new product packaging that better helps moms choose the right product. Proud of their new look, Motherlove hired ROOT to tell the story of their decades of success, and share the rebrand with customers, the natural products industry, and potential retail opportunities.

Solution

ROOT’s goal for Motherlove was to introduce their new rebrand to the U.S. through a strategic PR campaign. ROOT developed strategic key messaging (differentiating its brand from the hundreds of other natural product companies geared towards moms,) and a media relations plan that concentrated largely on media outlets that Motherlove’s target audience – new and expecting moms, the natural products industry, and b2c mass retailer decision makers – read and are influenced by. After creating targeted media lists, and creating and distributing the launch press release announcing the brand changes, ROOT got to work securing PR boxes for top media, including goop, The Bump, well + good, INSIDER and dozens more top targets.

After the initial announcement, ROOT executed a holistic media plan that included short-lead, long-lead and evergreen stories. Successful pitches/press releases that resulted in stories included: “Debunking Top Breastfeeding Myths During National Breastfeeding Month,” “Ahead of Cesarean Awareness Month, How to Write a Birth Plan” and “Motherlove Grows the Family: Motherlove expands presence in Walmart, Walgreens, CVS, HEB.”

Results

In seven months, ROOT secured 40 pieces of coverage with a potential readership of 378 million and over 1,500 social shares. Top-tier placements included The New York Times, Healthline, Health Digest, Babychick, Romper, NOSH and more.

ROOT took home a PRSA Colorado silver pick award for its work for Motherlove for earned media relations in the consumer services category.

In Their Own Words:

“At Motherlove, we used ROOT to help us reach new audiences within the natural products and maternity/baby space. ROOT was able to take our niche category and generate compelling topics that we could lead with each month. ROOT generated new connections for us on both a local and national scale to help spread our brand’s story and share about our product line.”

– Katherine DeBease, Marketing Director

a few media hits

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