The client
Wonderbewbz, founded by new mom Jolene, offers an innovative solution for breastfeeding mothers looking to preserve their precious liquid gold longer. This alternative requires no thawing or refrigeration—simply mix, swirl, and feed! Wonderbewbz is shelf-stable, retains essential nutrients, is travel-friendly, and offers 200% convenience for busy moms on the go.
The objectives
The campaign aimed to:
- Achieve the highest number of engagements and views possible.
- Attain the widest reach possible.
What was the campaign brief?
We kept the campaign simple and effective, making it easy for influencers to participate and for Wonderbewbz to reach its target audience.
First, influencers were asked to reshare 1 to 3 Instagram Reels created by Wonderbewbz on their own Instagram Stories. This helped spread the word about the brand to a wider audience, using the influencers' followers.
Next, we asked the influencers to tag two friends who are mothers with kids aged 5 and below or who are currently breastfeeding.
Finally, we wanted to make it easy for people to learn more about Wonderbewbz, so we had the influencers add a Sticker Link to their Instagram Stories. This link took viewers directly to the Wonderbewbz profile, where they could explore our offerings. Influencers were encouraged to invite their followers to check out our profile, creating a direct connection between potential customers and the brand.
Leveraging a Community of Mothers to Drive Brand Awareness
This campaign stood out because it had specific profile requirements for the influencers involved. We focused on nano-influencers with 200 followers or more, ensuring that all participants were women aged 21 and above. We particularly sought out parent profiles and breastfeeding mothers.
Since Wonderbewbz is a product designed for breastfeeding mothers and moms in general, it made perfect sense to use "mom-fluencers" (as they like to be called) to spread the word. By having these relatable and trusted figures share their experiences, we aimed to boost brand awareness and ultimately drive conversions.
Tapping into a community of mothers allowed Wonderbewbz to target a very specific audience. Moms trust advice and recommendations from other moms, so having influencers who are part of this community talk about the brand was incredibly effective.
Community marketing is powerful because it creates a sense of belonging and trust. When people see someone they relate to using and endorsing a product, they are more likely to be interested and engaged. This approach not only benefits the brand by reaching a highly relevant audience, but it also benefits the influencers. It gives them the opportunity to share products they genuinely use and love, which helps build their credibility and connection with their followers.
By leveraging a community, Wonderbewbz was able to create authentic and impactful marketing. This kind of marketing feels more natural and less like traditional advertising, which resonates better with people. It's about creating real connections and conversations, making the brand part of the community it serves.
The results
- With 142 mothers participating as Partiposters, the campaign demonstrated high engagement within the target community.
- The campaign achieved a cumulative reach of 651k, showcasing the power of leveraging a community of mothers to spread the brand's message widely.
- High Average View Rate: The average Partiposter view rate of 5.39% underscores the value of using nano-influencers, as their content tends to have higher engagement due to their close-knit, trusted communities.
The takeaway
The results above underscore the power of community marketing. By leveraging a community of mothers, we were able to connect with a highly relevant audience. People are more likely to trust and act on recommendations from those they relate to, making the impact of community-driven campaigns much more significant.
Instead of just focusing on numbers, brands should prioritise building and engaging with communities to create real connections. When a brand becomes part of a community, it feels more authentic and trustworthy. This kind of marketing resonates deeply with audiences, leading to better engagement and stronger brand loyalty. Brands that invest in building genuine relationships within communities will see higher engagement, increased trust, and ultimately, greater success in their marketing efforts.
Work with Partipost to discover more about the communities we have, including PartiMom, PartiYouth, and more! Let us help you leverage the power of community marketing to achieve your campaign goals. Reach out to us today.