- The challenge
Mitosyl, an iconic baby changing brand, has a strong overall reputation, but is not well known on social networks. In order to reach a younger target, young parents, they wish to use levers and plaforms that are familiar to them. And who are the most influential people in this target group today? Momfluencers.
- The pitch
Partner with macro-influencers on Instagram, who have a strong following among young parents, who are prescribers in the baby world and have highly engaged communities. This must involve a fairly eclectic casting to collect original, authentic and personal content; while sending them a detailed brief to share the key points of the products. The objective? To appeal to emotion while maintaining the brand's expert position, to reach young parents.
- The concept
A collaboration with 4 macro-influencers chosen for their personality, their ability to convey messages well and their authenticity in creating content. To maximize the number of people reached, we asked them to create different formats (posts, stories and reels); and, to maximize the repetition and comprehension of the messages delivered, we spaced these contents at different times. Finally, to recruit these young parents and connect with the brand's Instagram account, we ran a contest with each of them.
- Our results
Influencers were strongly involved in the creation of content, qualitative content and audiences were receptive to the messages delivered! Quantitatively: +347k people reached, a +4% engagement rate and a massive recruitment on the brand's account (+600 followers).