Children's Skincare

Childs Farm

Launching the UK's #1 children's skincare brand into the Australian market through a strategic multi-city media and influencer campaign, achieving 32.7 million media reach and 50 pieces of editorial coverage.

32.7M

Media Reach

Editorials

Event Guests

Launch Cities

The Brief

Re-Introducing Britain's Favourite Children's Brand to Australia

Childs Farm is the UK's #1 children's skincare brand, beloved by millions of families. For their Australian market re-launch, they needed a PR partner who could cut through a competitive skincare landscape and establish instant credibility with Australian parents, media, and retail partners.

Re-introduce Childs Farm to Australian media as the go-to children's skincare brand
Establish brand awareness among Australian parents and caregivers
Secure tier-one editorial coverage across parenting, lifestyle, and news media
Execute dual-city launch events in Sydney and Melbourne
Build influencer advocacy with Australia's most trusted parenting voices
Drive measurable website traffic and retail awareness

Strategic Approach

Our Strategy

Media Audit & Pitch Development — Developed 6+ unique media pitch angles including the founder story, eczema-cure narrative, sensitive skin science, and the '$20M empire' business angle to appeal to different editorial verticals.
Dual-City Launch Events — Designed and executed two intimate, high-impact launch events: Sydney at Chiswick Restaurant and Melbourne at Stokehouse Palm Room, curating guest lists of Australia's most influential parenting media and creators.
Influencer Seeding & Advocacy — Identified and engaged 34 tier-one parenting and lifestyle influencers across both cities, providing product experiences and building authentic brand relationships.
National Media Outreach — Executed a comprehensive national media campaign targeting news, parenting, lifestyle, and digital publications with tailored pitches for each vertical.
Post-Event Amplification — Leveraged event content, influencer assets, and media coverage to create a sustained wave of brand awareness extending well beyond the launch period.

32.685M

Total Potential Media Reach

Pieces of Editorial Coverage

885,371

Combined Social Followers

272

Instagram Stories Generated

Event Guests Across 2 Cities

Media Coverage

Editorial Results

32.685 Million

Publication	Type	Feature
	Digital Feature
	Print + Digital
	Print + Digital
	Print + Digital
	Digital Feature
	Digital Feature
	Digital Feature
	Print + Digital
	Print — '$20M Empire' Story

Influencer Partnerships

Influencer Impact

Piccolo PR curated a guest list of 34 of Australia's most influential parenting, lifestyle, and media personalities across Sydney and Melbourne, generating over 272 Instagram stories and 27 feed posts with a combined following of 885,371.

885,371

Combined Followers

272

Instagram Stories

Feed Posts

223,204

Story Views

11,095

Likes

658

Comments

Key Partners: Amy Gerard, Leigh Campbell, Laura Csortan, Zoe Marshall, Rebecca Little, Krystal Giardina

Event Activation

Sydney Launch — Chiswick Restaurant

An intimate launch event at the iconic Chiswick Restaurant in Woollahra, bringing together Sydney's most influential parenting media and creators for an exclusive first look at the Childs Farm range.

Event Activation

Melbourne Launch — Stokehouse Palm Room

A beautifully curated launch event at Melbourne's Stokehouse Palm Room in St Kilda, uniting Melbourne's leading parenting influencers and media for an immersive brand experience.

Results

Campaign Results

The Childs Farm Australian launch campaign exceeded all expectations, delivering extraordinary media reach and establishing the brand as a credible, trusted name in the Australian children's skincare market.

Massive National Reach — 32.685 million total potential media reach through 50 pieces of editorial coverage spanning national news, parenting, lifestyle, and regional publications.
Dual-City Event Success — 34 guests across two cities generated 272 Instagram stories with 223,204 views, 27 feed posts with 11,095 likes and 658 comments.
Syndicated Coverage — The '$20M Empire' founder story was syndicated across 25+ regional newspapers nationwide, delivering extraordinary organic reach.
Tier-One Placements — Coverage in Australia's highest-reach publications including News.com.au (10M+), Daily Telegraph (2.8M), Herald Sun (2.5M), and Kidspot (3.1M).
Website Traffic Impact — PPC data confirmed measurable traffic spikes directly correlated to event dates and media coverage publication.
Pipeline Opportunities — Generated pending editorial opportunities with Women's Day, The Little Mag, Kid Magazine, Primer, Girlfriend Podcast, and Bounty Parents Podcast.