76% of adults in the US are now doing most of their shopping online. That, of course, also includes parents. And what do new parents shop for the most? Baby products – clothes, foods, toys, and plenty more.
It used to be that the news on the best baby products was passed down from mom to mom, but these days brands are trusting influencers to do just that – promote and review their products in hopes of reining in new customers. So, if you’re looking for ideas on how to promote your family or baby brand online via influencer marketing, you definitely came to the right place. Continue reading and check out our six examples of great influencer marketing campaigns done by these brands.
Wonderbly
Wonderbly, a personalized book brand, chose to utilize the emotional aspect of influencer marketing. Naturally, that’s exactly what you’d want for a brand that sells books where the heroes are your kids! So, to convey the exact right amount of whimsy and heart-warming moments, Wonderbly collaborates with influencers whose content already shares those qualities, so once Wonderbly books are added to the picture, it looks completely natural.
To go one step further, Wonderbly forms long-term relationships or brand ambassadorships with their influencers which helps build authenticity and trustworthiness and ensures that customers keep getting back for their personalized books.
Take a look, for instance, at the content created by one of Wonderbly’s influencers – it looks genuine, warm, and so very authentic!
Summer
Summer is a brand that carries loads of different baby gear, including, but not limited to, strollers, wash tubs, and car seats. Because the product range is so big, it is only natural that Summer chose to communicate and promote its products via different social media platforms. So, each of their products gets a unique introduction based on the product itself, the platform it is being promoted on, and the influencer that does it.
Take, for instance, this Instagram post promoting a Summer stroller.
And now, compare it to the content that was created by one of the influencers specifically for YouTube – a place where moms usually search for honest reviews and an in-depth look at how the product actually works. It’s like day and night compared to the IG post! But that’s exactly why Summer’s omnichannel approach truly works – the diversification of content based on the specifics of each social media platform.
HERE’S HOW YOU CAN REDUCE INFLUENCER MARKETING COSTS BY UP TO 20 TIMES
Boody Baby
Boody Baby, a brand offering eco-friendly baby clothes, wanted to reach beyond the physical appeal of its products when it came to creating an influencer marketing campaign strategy. In fact, what the brand wanted was to create a hashtag-based community of people who would share those little everyday stories about raising their kids while, of course, promoting Boody Baby’s clothes.
The brand’s choice of influencers was a well-thought-through one. Instead of collaborating with family content-oriented influencers solely for their follower count, Boody Baby instead chose those who are great storytellers and can convey both the emotion the brand was looking for and the simple joys/woes of everyday parenting.
So, while Boody Baby’s Instagram strategy did just that – created an emotional connection between the brand and the parents, their Pinterest page was a bit more straightforward, simply showcasing the clothes and how they look like on babies in an aesthetically pleasing photo series.
Levi’s
While to most of us, Levi’s is the iconic denim brand with forever cool jeans and jackets; the brand also caters to kids. After all, they also want a bit of that Levi’s awesomeness!
In all seriousness, though, this Levi’s collaboration with family influencer Bleubird was so much more than just a promo of denim fashion for kids. In fact, this campaign worked so well because Bleubird shared their opinion on Levi’s fit for kids and the garments’ undeniable durability. And isn’t it exactly the thing parents are looking for when buying clothes for their kids?
So, aesthetically pleasing family photos, honest reviews, and just a tinge of nostalgia are what made this collaboration truly successful.
Vicks
While Vicks Vapo-Rub is still definitely a staple item for thousands of households, the brand knows that sleeping on laurels is not a good idea, even for such iconic cold-remedy brands as Vicks. And that’s precisely why the brand delved into influencer marketing and did it so that their campaign reverberated throughout social media channels.
The idea behind it was simple – to gain their customers’ trust, Vicks collaborated with veteran parents on a YouTube channel dedicated to advise on what to do when your kid has an ouchie, a runny nose, or any other childhood ailment. The veteran parent advice, together with the iconic stature of Vicks, saw great success among audiences, pulling awesome views and engagement numbers.
Land O’Lakes
Land O’Lakes is an American agriculture cooperative focusing on the dairy industry and is most well-known for its incredibly tasty butter. However, promoting butter is not as easy of a task as you might think!
Well, except for Land O’Lakes, who already aimed their marketing strategies at families and figured out a way to promote their product in such a way that’s appealing both to adults and kids alike. Of course, it included a family-oriented blog creator and their Instagram account.
This is what they did – Land O’Lakes created a rainbow cupcakes recipe using their butter and presented it in such a way that it looked delicious and irresistibly colorful. And voila – that’s all they needed to create an impactful campaign!
Takeaway Note
As you can see in these examples, influencer marketing is the perfect ft for promoting family and baby brands online. So, if you are thinking of incorporating influencers in your marketing strategy, why not actually do it!
DATA-BASED SOLUTIONS FOR SIMPLE INFLUENCER CAMPAIGNS
