The Problem
BIBS, a premium global pacifier brand, was expanding in Australia and needed to drive retail demand fast. Competing in a crowded market, they were overwhelmed by marketing options, from parenting magazine ads to PR.
They needed an expert partner with the systems, resources, and know-how to deliver swift, budget-friendly impact.
Action Plan
Mumpower executed a targeted strategy to maximize brand awareness via organic, seeded influencer marketing, focusing on the awareness and consideration phase.
This was paired with large-scale, honest product reviews to build trust instantly and exclusive market research to provide clarity and support buyer decisions.
Results
BIBS was a hit with Australian Mums! The campaign delivered:
Actionable Insights:
Detailed reviews with photos provided valuable feedback for sales and product teams.
Social Proof:
147 reviews, including 105 five-star and 34 four-star ratings.
Brand Trust:
Now ranked #1 and #2 in ‘Pacifiers & Soothers’
and #4 in ‘Baby Bottles’.
Mum Advocacy:
Mum Reviewers with 75,000 followers organically
promoted BIBs, boosting visibility.
Organic Publicity:
34 in-feed posts and 4 stories per post generated bonus ROI.
We saved so much time, energy and resources. We’ve already shortlisted 42 [influencers] to work with and that would take so long to do! You’ve been able to fast track that and now we have this instant network!
Mel Podesta, BIBS Spokesperson
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