Children’s Skincare
Childs Farm
We launched the UK’s #1 children’s skincare brand into the Australian market through a strategic multi-city media and influencer campaign, achieving 32.7 million media reach and 50 pieces of editorial coverage.
M
Media Reach
Editorials
Event Guests
Launch Cities
The Brief
Re-Introducing Britain’s Favourite Children’s Brand to Australia
Childs Farm is the UK’s #1 children’s skincare brand, beloved by millions of families. For their Australian market re-launch, they needed a PR partner who could cut through a competitive skincare landscape and establish instant credibility with Australian parents, media, and retail partners.
Strategic Approach
Our Strategy
- Media audit and pitch development: developed 6+ unique media pitch angles including the founder story, eczema-cure narrative, sensitive skin science, and the ‘$20M empire’ business angle to appeal to different editorial verticals.
- Dual-city launch events: designed and executed two intimate, high-impact launch events: Sydney at Chiswick Restaurant and Melbourne at Stokehouse Palm Room, curating guest lists of Australia’s most influential parenting media and creators.
- Influencer seeding and advocacy: identified and engaged 34 tier-one parenting and lifestyle influencers across both cities, providing product experiences and building authentic brand relationships.
- National media outreach: executed a comprehensive national media campaign targeting news, parenting, lifestyle, and digital publications with tailored pitches for each vertical.
- Post-event amplification: leveraged event content, influencer assets, and media coverage to create a sustained wave of brand awareness extending well beyond the launch period.
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Total Potential Media Reach
Pieces of Editorial Coverage
Combined Social Followers
Instagram Stories Generated
Event Guests Across 2 Cities
Influencer Partnerships
Influencer Impact
Piccolo PR curated a guest list of 50 of Australia’s most influential parenting, lifestyle, and media personalities across Sydney and Melbourne, generating over 272 Instagram stories and 27 feed posts with a combined following of 885,371.
Key Partners: Amy Gerard, Leigh Campbell, Laura Csortan, Zoe Marshall, Rebecca Little, Krystal Giardina, Monique Dowling.
Event Activation
Sydney Launch, Chiswick Restaurant
An intimate launch event at the iconic Chiswick Restaurant in Woollahra, bringing together Sydney’s most influential parenting media and creators for an exclusive first look at the Childs Farm range.
Event Activation
Melbourne Launch, Stokehouse Palm Room
A beautifully curated launch event at Melbourne’s Stokehouse Palm Room in St Kilda, uniting Melbourne’s leading parenting influencers and media for an immersive brand experience.
Results
Campaign Results
The Childs Farm Australian launch campaign exceeded all expectations, delivering extraordinary media reach and establishing the brand as a credible, trusted name in the Australian children’s skincare market.