Murdoch Children’s Research Institute- Sleep with Kip Book Range
In 2022 the MCRI launched a range of story books for children designed to help make kids better sleepers. It incorporated over 20 years of sleep research into a fun ranged called Sleep with Kip. Handle was engaged to help launch the range to the Australian public. The launch was an incredible success. With the use of creator Professor Harriet Hiscock as our spokesperson, we were able to secure an incredible amount of exposure including – on launch day – TV interviews on ABC News Breakfast, the Today Show (9), Studio 10 (10), 10 News Melbourne, 7 News (Melbourne, Sydney, Adelaide, Brisbane), 9 News Perth, several major radio interviews and a full page feature in the Herald Sun with a half page cover story too. The books sold over $100k worth in week one, making them an instant ‘best seller’. Literally thousands of families around the country were on their way to better sleeping kids. You could almost feel the collective sigh of relief from Australian parents!
“Simone from Handle has been my go-to publicist for almost 20 years. I first used Simone and her team to launch our range of ‘Being Dad’ DVDs and was thoroughly impressed by their media contacts and ability to secure us some really significant media coverage. The DVDs were hugely successful in no small part due to that exposure. I have continued to engage Simone to work on pretty much every business and project I’ve been involved with over the decades. She’s great at understanding the media landscape and developing and implementing strategies that meet the brief and exceed expectations. I find myself telling Simone that she’s ‘knocked it out the park’ time and time again. A recent project launching the Sleep with Kip range of books from the Murdoch Children’s Research Institute resulted in five TV segments on the one day, a half front page in the Herald Sun, countless other stories and interviews and sales of over 100k in the first week, making the range an instant best seller. I wouldn’t use anyone else.”
Sam Holt
Experienced Entrepreneur and Start-Up Investor