Case Study: Event Marketing for the National Parenting Product Awards 2017


The NPPA 2017 was the 4th year of the awards and it was bigger and better than ever!

What it is…

Over the month of July, 300 mums and 20 experts tested 181 products in 45 categories at 3 locations. In total, a massive 11,037 product tests were completed.

After the product testing was finished, Ireland’s leading research based consultancy company, Kantar Millward Brown, then analysed and collated the results.

On 26th September, the NPPA 2017 Awards took place in The Westbury Hotel in Dublin. The top parenting brands in Ireland were all present, including Mothercare, NUK, Aldi, Tesco, Lidl, Maxi Cosi, Sudocrem, Pampers and many more. Gold, Silver and Bronze awards were announced on the day by Laura Woods, and Gina Miltiadou presented the trophies.



It was a big day for the winning brands and for all involved. A lot of hard work went into organising and putting this event on.

The digital footprint…

And it wasn’t just a big deal in person. On social media, over the course of the awards, the #NPPA17 hashtag garnered over 1 million impressions on Twitter.

Screen Shot 2017-10-03 at 14.52.46

Winning brands immediately began to leverage their success by using their gold, silver and bronze award badges across social media platforms, as seen below.

Screen Shot 2017-10-03 at 15.01.58


Screen Shot 2017-10-03 at 15.03.24


Each of the award-winning products are featured in a custom-produced product guide and over 120,000 copies of The National Parenting Product Guide are then distributed via the Irish Mail on Sunday. We also produce a digital edition of the guide that is available for download for the entire year.

This combination of real life events, print coverage, digital channels and social media means that every avenue is covered in a comprehensive and professional manner, and parents throughout Ireland take part in and take notice of these unique awards. The NPPAs provide the full feedback loop, from parents testing products to research compiled to awards given to brands displaying their award and parents buying based on that award.

Lessons learned…

1. Recruitment is key. One of the most important parts of the early planning stage of the NPPA is the recruitment of mums (our product testing panel). Because without them, there would be no NPPAs! It takes time for a brand/project to gain momentum and build a solid reputation, so make sure to leave yourself enough time to get the necessary parties involved. Boosted localised FB posts have really worked for recruiting the mums and this year, we had competitions running alongside the recruitment drive on FB to incentivise people to join the panel.

2. Keep in touchEnsuring that over 300 mums make it to the testing days can be a challenge, so this year we used a regular newsletter reminder system – updating the mums on location maps, dates and times, products, competitions and more. The constant communication over the months leading up to the event meant that even the busiest of mums had it in their diary by the time the day came around! 

3. Remember to document what’s happening. We shot a promotional video to show the mums physically testing our client’s products, as seen above, and interviewed some of the mums about their experience. Sometimes you’re so busy in getting the event completed from start to finish that you forget to actually market what is involved. We’re so proud of the amount of detail that goes into the presenting of these awards, and so it was lovely to be able to show our clients a little of the work that goes on behind the scenes.

4. Make it easy for people to spread the word. On a brand note, we’ve noticed more and more products are sending out press releases about their wins. By reaching out to the brand managers to make sure that they have all the NPPA logos and information, they have no excuse not to share the news of their win with customers and the media.


When asked…“What does this award mean to you?”

I think the award has such weight behind it because it’s tested by mums. It’s just a much more trusted stamp to put on your product.” Ann Mulligan, United Drug.

Statistics are great but when mums and dads get behind our product and vote for us at the NPPA it makes it all the more worthwhile.” Pauline Harmon, Dorel Ireland.

It’s fantastic. Parents at the end of the day are voting for these products. They’ve tried them, they’ve tested them, they’ve touched and felt them and they know that it’s a good product.” Andrea Fleming, Valeo Healthcare


The full list of 2017 winners is available to view and that’s a wrap for 2017!

Don’t miss out on getting a product award that really counts – contact Regina Hinds on +353 86 8250558 to find out more about getting involved.


© 2016 - All Rights Reserved. Zahra Media Group