COTTON USA Shares Tips for Buying The Perfect Baby Gifts
COTTON USA unveiled a new consumer campaign in the UK focused around newborn babies: the “Pure Start” campaign. COTTON USA worked with children’s fashion designer Polarn O. Pyret (a babywear brand that is beloved by the Duchess of Cambridge) to compile a guide to buying gifts for a newborn, highlighting the benefits of natural fibers like U.S. cotton.
Becoming a parent is one of life’s biggest milestones and at these moments, more than any time, people really do care about every detail. It changes the way people look at everything, including fabrics.
To launch the guide to national consumer and parenting media, COTTON USA commissioned research looking at the gifts received by new parents, highlighting the qualities such as purity, softness, durability and breathability that they look for in baby clothes, bedding and accessories. The research considered the number of gifts received by new parents, the average costs and the most/least popular gifts for 2015.
COTTON USA released the results to the media to tie in with the birth of the second royal baby, Princess Charlotte of Cambridge. As part of the campaign, COTTON USA also ran a consumer competition with Baby World, a UK parenting website. The competition included a full page of editorial copy, and the website promoted it through its newsletter and its social media channels.
COTTON USA received more than 20 pieces of media coverage for the “Pure Start” campaign, including coverage in The Daily Telegraph online, Yahoo! and Nursery Today.