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River Island targets mums with new campaign

River Island has launched its first mum-focused campaign, featuring vloggers, to raise awareness of its kids’ clothing range.

Teaming up with, a selection of influential video bloggers tested a selection of kids’ clothing and accessories collections from both River Island and Pep & Co.

Vloggers involved in the campaign include Charlotte Taylor, Jess Ashe, Jess Avey and Katie Ellison.

Angela Asiedua, senior digital marketing manager at River Island, said the retailer was “keen” to engage with the parental shopper.

“Advocacy plays a big part in helping consumers try to test new products. Studies have shown that branded content in the form of videos are six times as impactful as other marketing tactics.”

“With video being such a powerful medium, it’s a key way to speak to our audiences.”

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