Like many brands in the midst of expansion, the team needed to: quickly evaluate where to invest in first to get the most ROI for them and their retail partners and make fast decisions to capitalize on roll out dates. There were so many options available to them in the market; from advertising in parenting magazines, to generating traditional PR and everything in between. Without knowing exactly what moves people to buy – it is easy to spend resources without seeing the return.

They needed a partner that had the proven system, the resources, the network and the market experience to know exactly what would deliver impact in less time and in budget.

(Image courtesy of @life.with.three.girls, 20.6k followers)

Mumpower being the experts in mums exact buying journey, formulated a growth marketing action plan that was laser targeted to:

1. Maximise brand awareness at the top of funnel
2. Leverage the consideration phase and;
3. Improve conversion at the decision making phase of the customer journey

To do this, Mumpower rolled out a Rev Up Review Campaign and also launched the brand through the high profile Influencer Marketing Event, the Bloggers Brunch.

About Rev Up Review: Through Mumpower’s vast network talking to Millions of Australian Mums, 200 selected Mums trialed product and shared honest, unincentivized reviews on Productreview.com.au.

Bloggers Brunch: Kollektive also personally educated 83 Mum Influencers and Content Creators who collectively talk to 2 Million Mums.

Like with all customers, as a value add, MP did a temp check to get a birds eye view to get an understanding of the landscape to understand how BIBS can grow.

Results from both the Rev Up Review Campaign and the Bloggers Brunch demonstrated how relevant and impressed Australian Mums are for BIBS! This campaign boosted social proof, brand trust and mum-to-mum endorsements in a very competitive landscape.

Rev up Reviews Result Highlights:

• Social Proof: 147 published reviews (including 105 five star reviews & 34 four star reviews)
• Brand Trust: The product now ranked as the #1 and #2 product in ‘Pacifiers and Soothers’ category and #4 product in ‘Baby Bottles’ category
• Mum to mum advocacy: Mums with collective reach of 75,000 followers organically promoted the brand on social giving the brand extra publicity
• Honest, detailed and considered reviews (often with compelling photos) over and above a star rating were submitted with thoughtful feedback useful for sales and product teams in future.

• In 3 hours, BIBS personally educated 83 Influencers with collective reach of 2 Million followers
• And as an added burst of publicity, 34 infeed organic posts mentioning BIBS (plus an estimated 4 x stories per feed post shared) = equivalent of a solid campaign!
• Fast-tracked collaborations with 42 aligned influencers for post-event