December 21, 2017
Action KSA was tasked with launching Mamas & Papas, the popular fashion brand for babies from 0 to 4 years, positioning them as an elegant name in Saudi Arabia. To maximise reach and exposure with the right audience, it was clear that the campaign needed to be integrated across online, social and traditional channels.
The launch campaign aimed to position Mamas & Papas as a trusted leader in baby fashion, strollers, accessories & carriers in the KSA market, and as working to demonstrate the brand’s commitment to understanding Saudi moms – just like every family, Mamas & Papas continues to grow.
Taking advantage of Action’s strong ties to the press, the campaign started with an effective media relations programme, introducing the opening of the new store to the market, and building a positive reputation for the new brand.
The launch culminated in an exclusive event in the Mall of Arabs, one of the most stylish shopping locales in Jeddah. Attendance from journalists from the country’s leading daily newspapers and general interest media, and the Kingdom’s top influencer Noujoud AL Remeihi, taking and posting photos on Instagram and Snapchat, helping to drive footfall to the store by spreading the word across traditional and social media channels. Attended by Mamas & Papas’ showroom manager, the event also offered an important opportunity to begin building relationships with key local media, thereby securing more sustainable entry and growth in Saudi for the future.