The problem?
Mum Influencers discuss a range of products, problems and possibilities for readers. And it’s not only glamorous products that readers lean into. Readers are engaged in topics that she can relate to.
We had a client, from the healthcare and well-being category, come to us about our Mum-Influencer Marketing; we’d partnered in the past via our Influencer Marketing Events.
They were tasked with a challenge. They wanted to ignite honest, robust discussion amongst Mums about a huge pain point not many want to openly discuss out of embarrassment. Even though it’s a common problem: Headlice.
And as part of this discussion, they also wanted Influencers to discuss the technology their healthcare solution delivers as part of the dialogue. A way forward for this brand was to collaborate with influencers to produce an informative series of video content, designed to educate and inspire more Mums about the V-Comb A1 while stimulating discussion around this pain point, in a way that genuinely resonated. This content was to be shared by influencers, and repurposed by the brand throughout the year across different mediums for maximum visibility.
The process:
Like other brands and subject matters that were less openly discussed in a public forum, this campaign required sensitivity and balance for it to be a success. The only way an influencer marketing campaign would address the campaign requirements was through:
- Appointing very well aligned influencers who could relate to the pain points through their own experience and that of other parents
- With an ability to create content in a way that resonated with the readers whilst
- Educating comprehensively about the brand and the solution it delivers authentically.
If branded content was too technical, it wouldn’t emotionally connect with what the readers cared about and experiencing. If it was all about the ‘ickiness’, it wouldn’t be clear how the brand delivers the ultimate solution to treat and prevent headlice efficiently and naturally. Mumpower set out to identify best fit influencers, with the ability to craft the perfect message – both elements key to the campaign success.
And the results…
Super pleased this campaign delivered on KPIs and ignited sales interest:
“The content created by Mums have created great engagement and have sparked interest in our product! I was impressed with the influencers and the way they presented.” Vcomb A1 Brand Spokesperson.
What mums said about this product
“I’m so going to get this. We had a case of them last year
“This is an essential product in my eyes!
“Every household needs this!
4 key takeways for brands raising awareness for key pain points:
- Focus on the pain points your product addresses: This is what your audience cares about most
- Identify well aligned influencers who can genuinely relate: It makes the collab authentic
- Brief in influencers well: That way influencers have all the tools to shape amazing content
- Trust influencers to tell stories from the heart: It’s a more engaging way to share brand KSF
By following this process, it is possible for brands in the healthcare space, or brands that serve to support a lesser discussed problem to effectively generate brand awareness, stimulate mum to mum brand marketing discussion and build relationships with Mum Shoppers.
Remember..
Mums are more likely to fall in love with recommended products and brands that best address her pain points, solve her problems and make her life easier.