Duration

January 2025 - May 2025

Media impressions

28,385,928

Media value

$283,859.28

Country

United States

Agency

Adam Ritchie Brand Direction

Results summary

In our first engagement with Boppy, Adam Ritchie Brand Direction is providing Big Idea Creation and Planning, Press Outreach, Influencer Outreach, Co-Op Media Tour Support and Awards Support to the brand.

Big Idea Creation and Planning work has been fulfilled for the creation and planning of The Boppy Comfort Car activation. We researched and developed the campaign concept, identified and onboarded all vendors and produced a strategic communications plan to place Boppy’s New Nursing Pillow on the cultural radar.

Press Outreach results to date have included editorial coverage secured on Babylist, The Everymom, Mommyhood101 and Daily Mom. The coverage has positioned the New Nursing Pillow as an item for “breastfeeding, bottle feeding or doing a combination of both,” features “an updated design,” “increased density,” “strikes a great balance between firmness and comfort,” “a wide enough surface to support the baby’s whole body,” “offers the ideal amount of lift that supports a proper latch by bringing the baby to your breast,” “more inclusive design,” “accommodates more body shapes and sizes,” “makes your first few weeks as a new parent a little less stressful,” “makes holding baby so much more comfortable,” “slides onto your waist with one hand,” “a must-have item,” “a top pick from trusted sources,” “a versatile classic” and “that reliable friend who always shows up — supportive, low-key stylish, and ready to hold things together when you need a break.” Opportunities in development include coverage in The Bump, (BuzzFeed) Parenting, (PopSugar) Family, (PureWow) Family, (theSkimm) Skimm Shopping, (Forbes) Vetted, Thrifty Nifty Mommy and more. At mid-year, earned media support has yielded 12,478,671 impressions, with 149,113,364 additional impressions in the pipeline if all in-development opportunities are brought to fruition.

Influencer Outreach results to date have included fully-executed paid partnerships with pregnant, new parent and feeding expert influencers including beadaily, themandyrain, cynthiamhuang, leawilemon, alexamcfarlane, lezbedovas, kaylyn.von, thealexmorgan, camenyoungblood, infant.feeding.specialist, kyraacallender, clancyburke, baileyschwartz, the.breastfeedingmama and missyhalle with more than a dozen more in development. We have provided the company with a diverse selection of pregnant and new caregivers, as well as reputable feeding experts — and we’ve negotiated their agents down to half what they initially quote, while also securing Boppy’s preferred terms (e.g., perpetual usage, exclusivity, net 60), and Boppy’s requested extras (e.g., storefront inclusion, product reviews) at no additional cost to Boppy. At mid-year, the top-performing influencers are kaylyn.von whose Reel about “the way this new @boppycompany design has SAVED my back” received 49,497 views and 693 interactions, clancyburke whose Reel about “breastfeeding is one of the hardest things I’ve ever done but my @boppycompany uplift nursing pillow has truly been a game changer!” received 33,693 views and 439 interactions and alexamcfarlane whose Reel about “can’t wait to use this when baby boy is here 🧸🩵” received 17,411 views and 739 interactions. At mid-year, influencer outreach has produced more than 40 pieces of video content, yielded 3,622,700 impressions, 221,356 views and 3,465 interactions for a $24,130 out-of-pocket spend.

Co-Op Media Tour Support yielded placements in multiple major U.S. markets calling the Boppy brand “innovative,” “experienced,” “essential,” “body-inclusive” and “The Mother of Comfort” including WPIX-TV (CW 11) New York City, WGN-TV (IND 9) Chicago, WJLA-TV (ABC 7) Washington D.C. and more. Through the PR team’s longstanding relationship with the tour talent, the PR team negotiated Boppy’s inclusion as the first product in every appearance at no additional cost to Boppy. At its conclusion, Co-Op Media Tour Support yielded 12,284,557 impressions for an $7,150 out-of-pocket spend.

Awards secured to date include (The Everymom) Baby Registry Awards. Awards shortlists secured to date with finalists to be announced include (Good Housekeeping) Parenting Awards and (The Bump) Best of The Bump Awards. Awards submitted and in development include (PureWow) Happy Baby Awards 2025, (theSkimm) Moms Who Get It Awards 2025 and (Parents) Best for Baby Awards 2026. Most awards we pursue for Boppy require no out-of-pocket spend.

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In the spirit of partnership, we have performed the following work as a courtesy at no additional charge to Boppy:

Reputation and Issues Management: We have fielded and advised Boppy on multiple sensitive media inquiries, from consumer safety issues on secondary marketplace sales, to the impact of new federal nursing pillow safety standards, to the potential impact of U.S. tariffs on the company’s business, with NBC Atlanta, Parents, Motherly and multiple inquiries and follow-up inquiries from Consumer Reports. We’ve ensured Boppy has been represented fairly, secured opportunities for the company to respond appropriately, advised on the company’s responses, spoken with the journalists and fact-checked the resulting coverage. Additionally, we have pursued and succeeded in having news stories updated to remove damaging fact errors about Boppy and its products.

Father’s Day Support: At Boppy’s request, we identified, negotiated and are developing a creative social media partnership for Father’s Day. The PR team is working with the young dad-fronted viral band Small Town Titans to write a custom guitar riff celebrating Boppy’s New Nursing Pillow and the brand as “The Mother of Comfort” to boost the brand among expectant fathers for the holiday.

ABC Kids Expo Support: Through our editorial relationships, we secured Boppy’s inclusion as the featured product in a Gifts & Decorative Accessories Online preview of the must-see products at this year’s ABC Kids Expo. The story celebrated “Boppy’s expansion into the developmental toy space.” We customized Press Materials for the show, populated the brand’s online Press Room in preparation for Boppy’s appearance at the show and crafted a custom pitch for Uplift in response to a Toy Book broadcast inquiry.

Replanning: At Boppy’s request, we have provided flexibility by accommodating the company’s desired changes to the contracted PR program, offering comparable activities to replace activities Boppy requested to be removed. We have also reconfigured the Influencer program to maximize the expense budget for the new lower expense ceiling requested by Boppy.

Additional reporting: At Boppy’s request, we have provided Boppy with a mid-year program evaluation in addition to the program’s included end-of-year evaluation.

About

Adam Ritchie Brand Direction uses PR to invent and transform. It has a 20-year success record in juvenile products, serves clients on four continents and brings out the best in brands by helping them grow, communicate and make the right moves. For more, visit aritchbrand.com.