Sparked by the unprecedented global press coverage the royal marriage had received, the thought was simple; how could Seraphine, a maternity wear brand, plan for the opportunity that an inevitable royal pregnancy would provide?
The strategy was clear: Graft the smallest of brands to the biggest of events. Seraphine needed to own the royal maternity conversation at a time of unprecedented international interest.
JWT London & Seraphine focused on a unique media opportunity centred around the prime retail location of the Seraphine store near Kensington Palace, and the warm summer anticipated for the birth. With an elegant creative idea that tapped into the publics' fascination with the birth, a campaign designed to drive global PR interest, and meticulous planning in place, we waited for the joyous moment.
With global PR coverage and a huge increase in annual turnover the campaign was a resounding success, delivering against all of its objectives. With a minimum spend Seraphine's future fortunes had been transformed, both here and abroad.
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