Mum Influencer Case Study
Hipp Organic UK
HiPP Organic is the UK’s number one organic baby food and milks brand. The Hipp family has pioneered organic farming for over 60 years, growing organic produce sustainably on their family farm for four generations.
Objective
HiPP Organic’s UK marketing team wanted to utilise the powerful voices of mum influencers on Instagram to raise awareness of HiPP’s follow on milk products, in both bottled and powdered form.
Campaign
ParentStars was tasked with identifying influencer mums from within their exclusive UK database who have both 10K followers on Instagram and children within a very specific age range – 6 to 12 months. A long list of suitable candidates was supplied by ParentStars, from which HiPP Organic chose nine to work with.
Full Agency Service
As part of their full agency service, ParentStars managed the campaign process from start to finish, using the ParentStars platform to keep HiPP Organic up to date with detailed reports on new posts.
ParentStars agency service ensured that posts were signed off by HiPP Organic before posting and that influencers were clearly briefed on the creative guidelines for the brand.
Results
ParentStars’s powerful reporting platform was able to give HiPP Organic a clear birds-eye view on overall campaign performance whilst the individual performance of each influencer involved was also monitored.
Average engagement rate for the overall campaign stood at an impressive 2.91% with 781 comments, 11.3K likes and 85K impressions.
22 individual images were supplied to HiPP Organic with copyright transferred so the content can be used by HiPP in other areas of their marketing activities.
“This is exactly the sort of management and reporting platform I was looking for, well done ParentStars”Nicola Tatum – Senior Product Manager, HiPP Organic UK
Our platform, database and branded image supply services make it easier for children’s brands to find and collaborate with mum and dad influencers/creators.
