Using mumfluencers to promote new products, while raising awareness
Having a fever is serious at any age, but when your little one is burning up and not feeling their best, you want the reassurance that the thermometer you’re using is as accurate as possible! Braun Healthcare produces some of the best thermometers available. But how can they reach young parents in order to boost their sales?
We worked with award-winning, London-based strategic comms agency Red Consultancy on Braun Healthcare’s global PR campaign #NobodyTellsYou. As a local partner for the German market, we were in charge of building the local outreach strategy, selecting relevant content creators, preparing all communications materials for Germany and ensuring a timely delivery of quality content inline with the campaign brief.
- >830,000 users reached
- 8 paid partnerships
- 16 pieces of content created (Posts, Reels & Stories)
- Average engagement rate 3.1%
- Average follower count 120k
Building on consumer insights to improve your PR pitch
Our client’s key persona for this campaign were young parents – a target group that cares a lot about the quality and reliability of the products they buy for their baby but who does not have a lot of time nor energy to compare product features. Put another way, when discovering a new product, young parents need to be convinced immediately to transform the lead.
In a consumer study conducted a few months earlier, Braun found out that a majority of new parents in Germany were not aware that the average temperature varies from child to child, or that babies can get 8 to 10 colds a year.
Including these insights in the influencer’s Reels and Posts made their content more valuable for parents and sparked interaction with their community through creative Stories (question stickers, multiple-choice quiz questions, personal feedback…).