Hey Duggee

Client Brief

The daylight savings clock change often plays havoc with children’s sleep routine, so License to PR leaned into the relatable sleep loss theme to help make bedtimes a breeze for new parents in collaboration with BBC Studios’ Hey Duggee.

Our Response

License to PR commissioned a news survey that revealed the bedtime struggles faced by UK parents and engaged a child sleep expert to share her top tips and tricks for parents in a press release.
Leveraging the seasonal hook of the clocks going back in autumn, this news story was seeded to relevant media and generated multiple national news stories that promoted the Hey Duggee Sleepy Time toy.
Secondary promotional support was given to retail partner, Smyths Toys, by engaging a diverse group of influencers to promote the Sleepy Time Toy which ran on social alongside advertorial content with Netmums parenting platform which directed consumers to limited time product deals in the key pre-Christmas selling period.

The Results

7 pieces of consumer national news coverage including The Sun, Daily Express, The Mirror and Daily Star.
100% of coverage included a correct brand and product mention, with 86% including an image of the Hey Duggee Sleepy Time toy.
Coverage generated an estimated £107,000 media value.
Engaged 1 sponsored and 5 gifted influencers to post content with a combined following of over 183,000.
Netmums content included 1 editorial product test and review article, 3 social posts across Instagram, TikTok and Facebook, 2 newsletter inclusions and a website content roadblock plus editorial links featured across the site for duration.
Total campaign reach across press, online, social and advertorial of 109.5 million.

BBC STUDIOS

Hey Duggee Makes Bedtimes a Breeze

Total campaign reach of 109.5 million

Client Brief

Our Response

The Results

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