Mum Influencer Case Study
Bobbin Bicycles
Bobbin Bicycles 2022 Influencer Marketing Campaign had two main objectives; firstly to raise brand awareness ahead of a busy Easter sales period and secondly to acquire branded influencer generated content (IGC) for use on their own social channels, website and advertising campaigns.
Objectives
Brand Awareness
The beginning of March to April (Easter) is peak buying time for Bobbin bicycles. Bobbin aimed to maximise sales in that window, using the powerful medium of parent creators (word of mouth advertising) to recommend Bobbin’s kids bikes for girls from 2-10 years old.
Branded Content
Bobbin also planned to utilise the resulting content in their Facebook/Instagram/TikTok advertising by purchasing copyright to the content from mum and dad influencers.
Influencer Selection
Bobbin wanted parent creators to have a fashionably urban look, with more than 10,000 followers (mainly UK) and be parents of girls in the age range 2-10 years.
Social Channels
The campaign was to be Instagram led, but Bobbin was also interested in working with influencers with sizeable followings on TikTok and YouTube too.
Content Format
Bobbin particularly wanted to harness video formats over Instagram, TikTok & YouTube and send viewers to their online shop (with a free delivery incentive). They also wanted to be able to repurpose the video content easily for advertising purposes.
Campaign
Influencer Discovery
ParentStars was tasked with the discovery & recruitment of 7 parent micro-influencers with more than 10,000 followers whose work matched the fashionable, urban look Bobbin was looking for. Bobbin was provided with a ‘long list’ of 18 potential influencers from which 7 were selected.
Creative Brief
As this type of campaign was new to Bobbin, they decided to work with one influencer initially, to explore what could be achieved creatively, before briefing the other six.
A sixteen page creator brief was written covering deliverables, key messages and a video guide to filming an unboxing sequence. Other sections included a style guide, visual ideas plus do’s and dont’s.
The first influencer was given both a face to face brief on Zoom and the written brief. Bobbin loved the content she provided and moved on to selecting 6 more influencers.
Deliverables
The deliverables requested from influencers evolved four times during the campaign as the Bobbin team reviewed the output from influencers selected.
In the final iteration of the creative brief, influencers were asked to provide:
- One Instagram grid post (with swipe up).
- One Instagram story.
- Two Instagram reels (the first reel unboxing with product features, the second reel showing the children enjoying the bicycles)
- The video clips that made up the two reels, so that Bobbin could repurpose into their own reels and advertising.
Reporting
The posts and reels made by the influencers on their own Instagram profiles were tracked using ParentStars own influencer marketing platform and weekly reports were sent to Bobbin.
Campaign Length
February to August 2022
The Results
Influencer Posts Made:
The 7 influencers had 104.5K followers between them:
Views 28,700
Comments 508
Likes 7900
Impressions 52,100
Average engagement – 3.83%
Influencer Generated Content (IGC)
“ParentsStars was the perfect solution to kick-starting Bobbin’s influencer program. They provided us with a great selection of influencers who created on-brand, creative and versatile content which we used across various platforms and channels. ParentStars offers a great platform to monitor the campaigns, a simple, organised way to access data that made our influencer marketing a lot easier. Thank you, ParentStars!”
Holly Palmer – Bobbin Bicycles