Cow and Gate

The brief

The Cow and Gate baby club asked us to join their integrated team to help launch ‘The Sound of Happy’ – the first song scientifically tested and created to make babies happy.

The distraction

New mums are bombarded by endless sources of help, inspiration, hints and tips and creative content for them and their new babies. We had to devise a launch moment that that would cut through the noise and make mums take notice.

How did we make our audience care?

Our behavioural insight work revealed that new mums rely first and foremost on the word of mouth of other new mums. In addition to this, they are also heavily influenced by celebrity mums and their approach to motherhood.

Therefore, we launched the Happy Song at an exclusive VIP event for families and celebrity guests at The Ham Yard Hotel. Attendees were given a first ‘look and listen’ to the song and music video with celebrity guests including Sam & Billie Faires, JB from JLS, Imogen Thomas, Charlotte Hawkins, Konnie Huq and TOWIE star Lydia Bright, all of whom brought their children and family members along.

The action

  • Our announcement of the song launch was featured widely across consumer media including BBC Worldwide, BBC Radio 5 Live, Daily Mirror, Daily Star, The Sun, Daily Express, OK!, Daily Mail and Reveal, with a campaign reach of 6 million.

  • The song reached No.1 in the iTunes kids chart and there was an increase of traffic to the C&G baby club by 28% in the week following the launch.

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