buybuy BABY

Challenge: Parenting takes a village. Retailer buybuy BABY wanted to introduce a diverse collective of moms and dads in the throes of parenthood to share stories and advice, so it worked with The Motherhood to engage an influencer team for a year-long campaign. 

Solution: We engaged a team of eight micro influencers (with a reach of about 10,000-50,000) representing a variety of diverse parents at different stages and family compositions, from adoption to same-sex couples, a single mom having her first baby and a seasoned mom having her seventh. After we put together a strategic, comprehensive calendar with themes such as National Breastfeeding Month and World Prematurity Day, as well as brand initiatives such as product launches and registry trend reports, the influencer team created a steady stream of content across Instagram (via feed, reel and stories) and TikTok throughout the duration of the campaign.

Results: Delivering 150 pieces of unique content, the campaign garnered nearly 500K organic impressions, 40K engagements and nearly 170K video views on Instagram and TikTok, with an average engagement rate that was almost 2.5 times higher than industry average. Sentiment was nearly all positive, too. The results showcased enthusiasm, awareness, and intent to purchase, positioning buybuy BABY as a trusted resource and the influencer team proving the power of an online village.