Suncare brand BabyDonna dominated the timelines when they launched in summer 2023. They launched after Memorial Day weekend and quickly earned features on major platforms like AfroTech, Black Enterprise, CBS and Today. And once BabyDonna's founder Dalaisé Hickey started telling her story, it began spreading like a wildfire.
Within 90 days BabyDonna had amassed 46 media features, which is basically one feature every two days for three months straight. And between all the TV spots, newspaper and magazine articles, and podcasts, Dalaisé managed to put BabyDonna in front of 3,793,047,714 people that quarter. That’s almost 4 billion people!
So, how’d she do it?
The crazy thing is, Dalaisé just sent two targeted PR pitches. The keyword here is targeted because she did research to determine (1) who to send her pitches to, (2) what to send them to peak their interest and (3) when to reach out. And the stories that came out of them were so compelling that other outlets started covering her story and reaching out to her to request interviews. And ultimately Dalaisé went on to earn 55 media features in 12 months, and increase BabyDonna’s reach 3,999,545,730.
Which goes to show that just one carefully placed article can cause a ripple effect that results in more media coverage and other opportunities that come with increased visibility.
What are the benefits of increased visibility for businesses?
The benefits that come with the increased visibility you get from media coverage include:
- Greater brand awareness: Boosting visibility helps more people recognize and remember your brand, making it more likely for them to choose you over competitors when they're ready to buy.
- Increased trust and credibility: Consistent visibility, especially when paired with positive press and reputable partnerships, enhances your business's credibility. Potential customers are more likely to trust a brand they see frequently in a positive light.
- Improved SEO and online presence: Regular mentions in media and features can improve your search engine ranking, making it easier for potential customers to find you online.
- Partnership opportunities: Visibility can attract potential business partners and collaborative opportunities. Other brands and organizations are more likely to reach out when they’re aware of your work and reputation.
- Competitive edge: A visible business is often perceived as a leader in its field. This perception can differentiate you from competitors, positioning you as the go-to expert in your industry.
- Opportunities for speaking engagements: As your brand becomes more recognized, you may be invited to speak at events, join panels or be featured in industry publications, further boosting your profile and reach.
Dalaisé experienced all of these, in addition to increased website traffic and sales, and she also got some major recognition as well.
With visibility comes recognition
She was named a Hartford Business Journal 2024 Women in Business Honoree, won a Baby Innovation Award for Sunscreen Product of The Year, and she even received a letter from her Congress!
I've seen many incredible opportunities come from visibility, and I never get tired of watching all the different ways that you can leverage media coverage to create ways to feed your business. But this one was a first! Of course I'm not surprised at all because what Dalaisé is doing with BabyDonna is unprecedented. She's the first and only creator of a vegan, allergy-friendly mineral sunscreen for Black babies that doesn't leave a white cast.
She spent a year perfecting her formula and working with chemists, the FDA and other experts while building the foundation for her business, working full-time and taking care of her family. Plus she gives back. In 2023, BabyDonna donated to over five nonprofits and in 2024 they partnered with One Simple Wish to help grant the wishes of children in the foster care system. So she truly does deserve everything good.
Get visibility and recognition for your brand
If you want to learn how to get media features that translate into visibility and recognition for your brand too, watch our free case study video. “How To Get Publicity Without Breaking The Bank,” will walk you through the same process that Dalaisé used. All you have to do to access the video is enter your best email address.
About Black Girl PR™
Black Girl PR™ is a Black woman-owned PR firm that helps Black women entrepreneurs and professionals get publicity and media coverage, so they reach more people and have a bigger impact. Want to learn more about how you could work with is? Visit our Partner With Black Girl PR™ page.
