We unlocked the power of our online community of influencers, putting the UK’s most influential parenting bloggers at the heart of our multi layered campaign.
Our year-long ‘Wean Team’ blogger programme provided mummy bloggers with monthly content for social sharing; our social listening found 2am to be the most active times for new mums on social media so we created the #HiPP2amClub (rolling out engaging content at 2am to join the conversation); our ‘Moments that Matter’ activity saw bloggers share their babies’ ‘firsts’ milestones across social, culminating in a ‘tots graduation’ ceremony. Campaign was 5 times awards finalists including PRCA Digital and SABRE Awards.
Pieces of editorial achieved in one year
Positive message sentiment