INFLUENCER MARKETING

Milupa.

We partnered with Milupa to develop a localised influencer campaign, as part of an integrated marketing campaign [including TV, VOD, digital advertising and point of sale activations] with the aim of driving awareness and mental availability of Milupa’s baby cereal range in Ireland, while supporting sales growth nationwide.

OUR APPROACH

Influencer marketing in highly regulated early-life nutrition, supporting 3% YoY market share growth.

Supporting parents throughout their baby’s weaning journey was a key focus for Milupa. Connecting with this target audience of new and experienced parents on Instagram as a trusted platform for information and community support, and informing them that baby cereal is a natural progression from baby rice.

We engaged the brand’s target audience online through influencer collaborations with three qualified mid to mid-macro qualified collaborators, who were Milupa brand fans. Eileen O’Loughlin [experienced mum], Aoife Walsh [first time parent] and Jennifer Wrynne [a mother of twins], ensuring that babies were aged 6 months+. Influencers were briefed with content ideas relevant to their content style & audience, as well as being informed by search trends and best-performing industry and influencer content.

Similarly to Cow & Gate influencer campaign, our challenge with Milupa influencers was balancing early life nutrition regulations and key messages, with informative yet engaging content. Using Instagram reels, stories and story poll formats, also taking into account emerging new formats such as collaborative posting, which came about mid-campaign.

Alongside the campaign was an influencer gift drop to eighteen strategically selected influencers.

The gift pack included seven variations of Milupa cereals, a branded leaflet giving an overview of the campaign and notes about the different cereals, a branded Milupa tote bag and a personalised handwritten note on behalf of the Milupa team.

Google Trends data showed spikes in searches of Milupa in Ireland, when both influencer collaborations and gifting took place.

Results:

  • +3% volume market share growth

  • Continues to be the dominant market leader with 63% market share

  • Prompted Brand Awareness Uplift - +1% YoY [to 88%]

  • Brand Mentions & Placements: 85

  • Combined Reach: 250,242

  • Combined Engagement: 189,152

 

Services.

Influencer marketing

The Results.

REACH

250,242

MARKET SHARE GROWTH

3%

engagements

189,152

 

"The full team at Part Three Digital are a joy to work with, always proactive with strategically sound recommendations, reactive to moving goal posts and delivering excellence in execution. I would highly recommend working with Part Three Digital."

Brand Manager, Milupa