Earned media value nearly 9x original campaign investment
Instagram engagement rate 3.68% industry average is 1.66%
In six weeks, nearly 26,000 consumers engaged directly with content from 100 mom influencers
Challenge: The Motherhood worked with Walmart to promote the high-quality, high-value Parent’s Choice brand among its target audience, including the Hispanic market.
Solution: The Motherhood engaged 100 influential moms to participate in a three-phase campaign. First, the mom influencers created original, authentic blog and social media content, with an emphasis on Instagram and Pinterest, around the brand’s diapers, wipes, premium diapers, food pouches, formula and baby bedding.
About one month later, to re-engage their audiences, a subset of the team resurfaced 30 of the campaign’s top-performing social media posts.
To continue to amplify and share information about the brand, The Motherhood also brought on 40 additional mom influencers to publish social media content (both original messaging on Facebook and Twitter, as well as Walmart-specific Pinterest pins). Influencers shared personal stories and pictures of their experience with the products and communicated the value and quality of each.
Results: In six weeks, with content from 100 mom influencers, the campaign generated nearly 59 million impressions and 26,000 engagements (Instagram engagement rate was 3.68%; the industry average is 1.66%).