Reading Eggs (3P Learning)
How Reading Eggs cracked greater brand awareness through strategic marketing and communications
Challenge
Reading Eggs identified and opportunity to grow its customer base in Australia following over 16 years of helping kids find a love of learning through literacy. It needed to do this by maintaining brand distinctiveness and driving new trial acquisition and sales conversion.
Solution
ImpactInstitute (II) proposed a Public Relations strategy to raise brand awareness among parents unfamiliar with the brand by driving salience through emotional storytelling and educating them on the brand’s value propositions and proof points.
The resulting media relations and advertorial strategy was underpinned with a messaging framework that drove key messaging dissemination through emotional and rational storytelling across parenting media.
Outcome
- Reached a total audience of 4,476,460 across 27 key media placements
- Secured coverage in 14 unique publications, including The Guardian, The Daily Telegraph, and parenting blogs like Mums Lounge
- Generated brand equity through expert insights from Sara Leman and social proof via parent case studies
- Enhanced marketing initiatives with clear calls to action—14 articles included backlinks
- Launched a third-party communications research project, expanding strategic insights for Reading Eggs