Boudreaux’s Butt Paste

Challenge: The Boudreaux’s Butt Paste brand wanted to drive trial, generate stronger engagement on the brand’s social platforms and position Boudreaux’s Butt Paste as a trusted brand among moms.

Solution: The Motherhood engaged a team of millennial mom influencers in an eight-month ambassador campaign that produced 25 blog posts and nearly 3,500 social media posts, with a strong focus on Instagram. Both traditional and Instagram influencers shared personal stories and pictures of their best and toughest mom moments, including their experiences as a #ButtPasteMom.

The team also executed boosted posts on Facebook, reaching nearly 369,000 target-right consumers for Boudreaux’s Butt Paste and generating more than 560 comments.

Results: As a testament to the power of influencer content to deliver ongoing value, several Butt Paste blog posts from the campaign rank on page one of Google search results when looking for baby gift ideas and checklists for stocking a nursery.

In total, the campaign generated more than 43 million blog and social media impressions, more than 20,000 engagements (likes, comments and shares), and resulted in a return more than 10 times greater than the original investment in the program.