Case Study: Fofolino, Fine Baby Muslin Squares

THE BRIEF: Fofolino tasked Bloxham PR to launch its premium range of luxury muslin squares into the crowded UK nursery market, seeking to promote strong and sustained sales through established brand awareness.

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Supporting the wider brand marketing strategy, Bloxham PR’s core focus was to gain blanket coverage across top tier parenting titles and recruit a network of ‘mumfluencer’ advocates, combined with full social media support and blog content cultivation.

Fofolino’s modest budget was maximised by Bloxham PR to roll out a robust media relations campaign, targeting top tier parenting press to achieved widespread coverage across shopping pages and parenting essentials round ups, not to mention profiling opportunities for the brand’s founder.

The campaign was supported by an aggressive gifting strategy, allowing key product USPs to be showcased via experiential trial of the exceptional Fofolino collection. Creative news hijacking was also executed in line with the arrival of the Duke and Duchess of Cambridge’s third child to sustain momentum at a time when ‘new news’ from the brand was limited.

Elevating activity from the ongoing retainer, Bloxham PR also provided event concept creation and management to deliver a media launch event. The event saw Fofolino founder, Eugenie Haniel welcome key editors, journalists and influencers to a cupcake decorating afternoon tea at Primrose Bakery in London’s Covent Garden.


The results…

  • Coverage achieved in Mother & Baby, Netmums, gurgle, MyBaba, angels & urchins and Town & Country to name but a few

  • A well-attended media launch event welcoming representatives from titles including Mother & Baby, Junior, iChild and The London Mother

  • Shortlisting for the Junior Design Awards, Best Product Design

  • The great and the good of the parenting world engaged with the brand including Dress Like A Mum, Pandora Sykes, Nappy Valley Net, CheltenhamMaman and more