How a Popular Baby Brand Turned Customers into Ambassadors to Create IGC, Powered by Mavrck

The Challenge

The brand team was managing influencer programs manually, unable to achieve the scale and time efficiencies they were looking for.

They wanted to find influencers within their 150,000+ customer base who were part of their loyalty program and turn them into ambassadors to create social media content and generate ratings and reviews.

The brand sought to measure total influencers/ambassadors activated via the program, the total amount of content created, and the awareness driven around products and new launches.

The Idea

With a target audience of Canadian parents with babies and toddlers, the baby brand needed to find nano- and micro-influencers based in Canada — either mothers/fathers or pregnant moms within their existing customer base and outside of it. The brand was able to activate influencers at scale while still achieving efficiency with incentive rates given the loyalty of existing consumers and their eagerness to partner.

The brand also leveraged their app, allowing parents to earn cash back and reward points towards diaper and wipe purchases. Influencers were asked to create content raising awareness for the app, to help other brand fans save and earn rewards.

The Activation

The baby brand focused on activating a large group of influencers to scale, typically 100 – 200 per campaign, to create influencer-generated content (IGC) to reach other Canadian parents and notify them of new product releases and product updates.

These “missions” integrated influencers into the baby brand’s family and drove toward the brand’s mission to bring quality, comfortable products to babies everywhere. Rather than being considered one-off campaigns, the idea was to consistently activate these brand fans multiple times to turn them into brand ambassadors.

Influencers were required to post on Instagram, both in-feed and via Stories. They included swipe-up links to the baby brand’s app and talked through the perks of being part of the club.

The brand team actively repurposes this IGC on their brand-owned channels and engages with content on Instagram, plus uses the IGC within their campaign invitations and imagery to reinforce loyalty.

By activating 26 influencers to create 99 total pieces of content for the campaign revolving around their app, the brand was able to generate 84.1K total impressions and 16.9K total engagements. The brand surpassed the industry averages within the CPG category for both average engagement rate (10.1%) and average cost per engagement ($0.36), achieving a 20% engagement rate and $0.23 CPE.