Duration

January 2025 - December 2025

Media impressions

375,078,357

Media value

$3,750,783.57

Country

United States

Agency

Adam Ritchie Brand Direction

Results summary

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

Press Outreach supported three launches: the combined launch of the New Boppy Nursing Pillow and the Boppy Uplift Nursing Pillow, the launch of the Boppy Proper Posture Floor & Booster Seat and the launch of the Boppy ComfyHold Cross-Body Hip Carrier.

Through PR’s outreach efforts, we secured editorial coverage in national News, Shopping, Lifestyle, Culture, Home and Parenting press, including:

“Our favorite” (Vogue)
“No-fuss” (Marie Claire)
“Essential” (TODAY)
“More supportive” (Good Housekeeping)
“Larger, firmer cushion” (The Strategist)
“Boppy just gave its iconic nursing pillow a major refresh” (PopSugar)
“A lifesaver” (HuffPost)
“Worth your time” (Business Insider)
“A classic mom essential that makes feeding so much easier” (The Bump)
“Deserves your attention and dollar” (What To Expect)
“Ideal amount of lift that supports a proper latch” (Babylist)
“More comfortable” (The Everymom)
“Strikes a great balance between firmness and comfort” (Mommyhood101)
“A reliable friend” (Daily Mom)
“A must-have” (Thrifty Nifty Mommy)

Some of the most prestigious coverage we secured was in top-tier press targets like Vogue, Marie Claire and TODAY. Some of the deepest coverage where Boppy products were discussed at the greatest length was developed with the press targets we knew would lead the conversation around the best parenting products, including Good Housekeeping, Babylist, The Everymom, Mommyhood101, Thrifty Nifty Mommy, Daily Mom and What To Expect, with more in-depth coverage on the way from (New York Times) Wirecutter, (Yahoo!) Health, The Strategist and The Bump.

Press Outreach evaluation:
- At mid-year, earned media support yielded 12,729,445 impressions.
- In the second half of the year, earned media support yielded 334,881,763 impressions. This is characteristic of editorial outreach efforts gaining momentum and growing in the back half of the year when outreach is properly maintained and sustained.
- At year’s end, earned media support yielded 347,611,208 press impressions, with more in the pipeline.

Influencer Outreach supported three launches: the combined launch of the New Boppy Nursing Pillow and the Boppy Uplift Nursing Pillow, the launch of the Boppy Proper Posture Floor & Booster Seat and the launch of the Boppy ComfyHold Cross-Body Hip Carrier.

Through PR’s outreach efforts, we secured nearly 100 pieces of influencer content, with our negotiations bringing Boppy's influencer costs below 50% of agents' quoted fees, along with obtaining exclusivity, product reviews and extended usage terms for the brand. We engaged diverse Mico-Celebrity and Parenting influencers, and the most trusted Feeding and Pediatric Medicine experts in the country.

Influencer Outreach evaluation:

At mid-year, Influencer Outreach produced 59 pieces of video content, yielding 4,958,248 impressions, 398,990 views and 8,585 interactions for a $34,930 out-of-pocket spend.
The top-performing influencers were:
- 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
- arlynesanjines whose Reel about “something that I learned after having my first baby is that having the right tools when it comes to nursing and feeding baby makes all the difference” received 26,675 views and 493 interactions.

In the second half of the year, Influencer Outreach produced 28 pieces of video content, yielded 9,203,200 impressions, 266,041 views and 12,909 interactions for a $33,972.52 out-of-pocket spend.
The top-performing influencers were:
- kiarra.hillman whose Reel about “As a bottle-feeding mom, the @boppycompany Uplift Nursing Pillow has become part of our daily setup at this point 😂” received 77,272 views and 3,710 interactions.
- lifeofrileyv whose Reel about “breastfeeding or bottles, it just makes everything feel a little calmer… and a little closer” received 74,661 views and 5,777 interactions.
- smalltowntitans whose Reel about “Does the new Boppy Nursing Pillow (now firmer for more support) rock? 🤘🤔” received 67,731 views and 2,613 interactions.

At year’s end, paid influencer support yielded 14,161,448 impressions and the total out-of-pocket spend came in under-budget at $68,902.52.

Moving forward, Boppy’s influencer strategy should account for three distinct influencer groups:

New parent influencers whose diverse lifestyles and demographic makeup remind Boppy’s consumers of themselves. This group must always be given a highly detailed brief to follow. While posting/exposure should always be negotiated, this group’s value lies more in repurposing the content for UGC on Boppy’s own social channels than in exposure on the influencers’ own social channels.
Feeding and pediatric medicine influencers who Boppy’s consumers trust, because they’re legitimately trained and qualified. Especially as nursing pillow competition intensifies, Boppy cannot afford to cede the influence of the subject matter experts to its competitors. This group also must be given a highly detailed brief to follow, and Boppy must be prepared to settle differences of opinion re: best practices with them amicably in the interest of enabling the influencer to be the expert they are and getting Boppy the content it needs.
Cult of personality influencers in Boppy’s target demographic whose followers are fascinated by them and adore their content. This group should only be given the bare minimum brief to follow. As evidenced by the highest-performing influencer engagements this year, when Boppy hands them the creative reins, the brand is rewarded. This is the most expensive and time-consuming group to work with, but the exposure and engagement they provide is worth it.

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.

We also negotiated a Mother’s Day tour extension for Boppy, where the New Nursing Pillow was featured in an on-air baby shower for a pregnant anchor.

At its conclusion, Co-Op Media Tour Support yielded 12,284,557 impressions for an $7,150 out-of-pocket spend.

Awards secured include the most credible and respected programs in the country, including (Good Housekeeping) Parenting Awards, (The Bump) Best of The Bump Awards, (What To Expect) Feeding Awards and (The Everymom) Baby Registry Awards.

Most awards we pursued for Boppy required no out-of-pocket spend; the ones we pursued which required out-of-pocket were thoroughly vetted from well-established, trusted sources whose significant reach justified the cost. Our Good Housekeeping win, for instance, came with a national satellite media tour which visited top U.S. markets.

Awards opportunities currently in development include (Parents) Best for Baby Awards, where we submitted the New Boppy Nursing Pillow and the Boppy Proper Posture Floor & Booster Seat, and the next edition of (The Bump) Best of The Bump, where we submitted the Boppy ComfyHold Cross-Body Hip Carrier.

Big Idea Creation and Planning work was 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.

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

Reputation and Issues Management: We fielded and advised Boppy on multiple sensitive media inquiries, from consumer safety issues on secondary marketplace sales of recalled products, 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, The Bump, Parents, Motherly, WNBC-TV NBC 4 New York and multiple inquiries and follow-up inquiries from Consumer Reports. We ensured Boppy has been represented fairly, secured opportunities for the company to respond appropriately, advised on the company’s responses, fact-checked the resulting coverage, pursued and succeeded in having news stories updated to remove damaging fact errors about Boppy and even killed uninformed and harmful coverage before it reached publication.

Father’s Day Support: At Boppy’s request, we identified, negotiated and developed a creative social media partnership for Father’s Day. The PR team worked with the young dad-fronted trending 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 Boppy among expectant fathers for the holiday. It yielded one of the year’s most viewed pieces of content.

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.

Media Licensing Support: At Boppy’s request we negotiated an agreement with Hearst Corporation and secured the most favorable terms available for Boppy’s rights to the Good Housekeeping Seal.

Pre-PR Engagement Article Update Support: At Boppy’s request, we engaged editors on coverage prior to Adam Ritchie Brand Direction’s engagement, requesting updates to outdated articles, including TODAY Online.

Boppy Film Partnership Support: We engaged all editors receiving the "As Seen in The Hole Truth" gift box, equipping them with press materials for the New Nursing Pillow.

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

Additional reporting: At Boppy’s request, we 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.