HiPP Influencer Campaign for Young Mums
Influencer MarketingKobe ran an influencer campaign for Ban Choon's HiPP milk to reach young mums online, and the agency reports 312.3K outreach from the work.
Case in 60 seconds
Ban Choon had built its HiPP marketing on traditional channels such as moving bus ads, which left the brand without an established online presence at the point where it wanted to reach young mums.
The page frames the brief as a move from moving bus ads to an online presence, because young mums were the target audience and Ban Choon treated online reach rather than street visibility as the way to them.
Kobe moved HiPP from street-level advertising into online conversation, using influencers as the route to young mums rather than extending the bus ad presence Ban Choon had relied on.
Kobe ran an influencer campaign for HiPP on behalf of Ban Choon aimed at young mums, while the page does not name the influencers, the platforms used or the content formats they produced.
Kobe reports 312,340 outreach and 4,272 engagements, and says conversations after the campaign were strong, with a lot of the influencers' followers checking out Ban Choon for their kids.
Strategy Breakdown
Creative & Execution System
Partners
- Kobe
Results & Evidence
| Metric | Value |
|---|---|
| Outreach | 312.3K outreach |
| Engagements | 4,272 engagements |
Why Kobe's strategy worked
- 1
A brand that has relied on traditional placements such as bus ads can use influencer audiences as its first online foothold, because followers act on people they already follow, which here showed up as followers checking out Ban Choon.
Results
1.2M
Video views
15
Assets created
50K
User engagements
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
+2.5M
Paid reach 2024
5.7M
Impressions 2022
6.9M
Impressions 2023