Creating brand trust and advocacy with Mums for C&G Baby Club with Sound of Happy

Our contagious idea

When C&G baby club asked us to join their integrated campaign to help launch ‘The Sound of Happy’, the first song scientifically tested and created to make babies happy, we were tickled pink.

Created by Grammy award-winning Imogen Heap and expert psychologists, the PR goal was to drive awareness around the song and drive downloads amongst their target audience of Mums.

Our focus, was driven by the insight that our Mummy audience loves to hear stories and experiences from other Mums and regularly consumes celebrity publications and pages. So, we created a celebrity Mum & baby launch experience where the C&G Baby Club would unveil the new song as part of an interactive baby class where the reaction of the babies was clear to see.

Hosted at the Ham Yard Hotel London guests included Sam & Billie Faiers, JB from JLS, Imogen Thomas, Charlotte Hawkins, Konnie Huq and TOWIE star Lydia Bright, all of whom brought their children and family members along.

How far did it travel?

  • 18 pieces of earned coverage on bbc.co.uk, BBC Radio 5 Live, Daily Mirror, Daily Star, The Sun, OK!, Daily Mail and Reveal.

  • A top spot on the iTunes kids charts

  • A reach of 6m UK Mums

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