5 Family Brands That Show Influencer Marketing Who’s Boss
We’ve got more Influencer Marketing hits! This week — we’re at it with family campaigns. This week we’re talking:
- Practicality on Pinterest with General Mills and The Pinning Mama
- Leveraging Trust on YouTube with Vicks® and What’s Up Moms
- Visual Impact on Instagram with Land O’Lakes® and Oh Happy Day
- Firsthand Experiences on Blogs with Levi’s® and Bleubird
- Real World Applications on Instagram with Toca Boca and Momma’s Gone City
Practicality on Pinterest with General Mills and The Pinning Mama
One thing parents worry about most is what their children eat, especially at school when they’re out of their care. Here’s an 11 part lunch campaign series from General Mills and The Pinning Mama.
This campaign scores because of its practicality. When it comes to kids, parents want solutions that they can actually make use of in their day to day. Parents want meals that are both nutritious, delicious, and fun. General Mills and The Pinning Mama offer them just that. They deliver healthy, balanced, packable, kid-friendly lunches that give parents a game plan for two whole weeks of school. Unsurprisingly, the Pinning Mama’s metrics are off the charts. Her tasty lunches have been re-pinned nearly 40,000 times.
Leveraging Trust on YouTube with Vicks® and What’s Up Moms
Every parent dreads the moment when their child comes down with that itchy throat or that runny nose. Take a note from this sick tips campaign from Vicks® VapoRub™ and What’s Up Moms.
Whats Up Moms’s campaign delivers great at-home tips that are sure to make the impending cold and flu season a little bit easier. This sort of campaign is perfect for influencer marketing. The key here is trust. When it comes to tips on what to do when we’ve got sick kids, the one thing we want is someone we can trust. There are few people that parents trust more than fellow veteran parents. This is where influencers shine. They are trusted by their audiences and can leverage that trust to connect with them in ways that brands alone often can’t. But don’t let us say it, the proof is in the pudding. This campaign easily pulled in more than 250,000 views.
Visual Impact on Instagram with Land O’Lakes® and Oh Happy Day
Land O’Lakes® is on the up and up with Oh Happy Day. The two have teamed up to bring us a Rainbow Buttercream Frosting Recipe that’s a hit with kids and adults alike.
This campaign’s strong suit is certainly visual impact. It goes without saying, kids love color and cupcakes. So what better way to incorporate Land O’ Lakes® than in a eye-popping rainbow cupcake recipe. Oh Happy Day concentrated her efforts on her blog and Instagram channels. This was a great choice considering the two outlets are perfectly suited for the long length content of recipes and the extremely visual nature of rainbow frosted cupcakes. Apart from that, as a well known household brand, Land O’Lakes® scores extra points with this simple recipe that’s easy to replicate at home for birthday parties, sleepovers, and more. It’s safe to say parents agree. Thus far, Oh Happy Day’s rainbow delight has been viewed on Instagram more than 20,000 times alone.
Firsthand Experiences on Blogs with Levi’s® and Bleubird
When most of us think about Levi’s we think about the classic denim brand’s lines for women and men. But we can’t forget Levi’s® Kids. Check out this campaign from and Levi’s® and Bleubird.
Bleubird’s Levi’s campaign is experiential and informative. That’s why it’s a winner. Again, parents love to hear information firsthand from other parents. Bleubird’s campaign handles this well. It highlights the flexibility and durability of Levi’s® denim. It lets parents know that Levi’s® are tough enough to take the punishment through which children put their clothes. Furthermore, the campaign specifically touches on the Fall 2016 collection and all the elements in the collection that make it the perfect choice for youngsters. Bleubird’s campaign gives us the lowdown on the stretch of the jeans that lets kids wiggle, the “soil-release technology” that helps prevent set in stains, and the classic Levis® styles that we’ve come to know and love. As expected, the campaign performed well pulling in roughly double Bleubird’s average IG likes.
Real World Applications on Instagram with Toca Boca and Momma’s Gone City
It’s hard making sure kids see kid-friendly material. Toca TV makes that a whole lot easier. Take a look at their campaign with Momma’s Gone City.
This campaign gets off to a great start with Momma’s Gone City’s solid cross channel approach on Facebook, Instagram, and her blog. It builds on that by hitting home the real world applications of Toca TV. The streaming service allows for safe, appropriate, ad-free shows and games at home or on the go. It’s so great that it almost sells itself. Still, Momma’s Gone City pushes it that extra mile again by demonstrating how it applies in her life. She is a mom of four, nothing will sell the service to a parent like she (an experienced parent) can. She highlights the quality of the programming and its applicability to each of her four kids, ranging in age from 2–10. Jessica’s audience certainly responded to her words of wisdom. This image garnered over 14,000 likes on its own.
For more parenting industry insights like these be sure to check out Bloglovin’s 2016 Micro-Influencers and Omni-Social Strategy where we delve into the six major micro-influencer industries and the social channels they use to connect with audiences.
Many thanks to Samone Wheeler for her contributions to this article.
Want to learn more about Bloglovin’ or Activate? Just drop us a note at research@bloglovin.com.
