Toddler in a high chair drinks from a blue MAM sippy cup with a whale design and green spout, holding it with both hands
Submitted by Smoking Gun

MAM Mother and Baby Influencer Mailer Campaign

Influencer Marketing

Smoking Gun ran a product sample influencer campaign for mother and baby brand MAM, briefing 40 influencers and reporting 474.2K total influencer reach.

474.2KTotal Influencer Reach
+4%Engagement Rate
100%Positive Sentiment

Case in 60 seconds

MAM needed an influencer campaign that would hero the brand and drive awareness of existing and new product lines, in a mother and baby category where the agency says trust in verified influencers decides whether the work lands.

Parents give weight to influencers who would buy a product anyway, because brand love signals a recommendation rather than a placement, so Smoking Gun treats natural purchase intent as the first filter for selection.

The campaign was built on choosing influencers who would naturally buy MAM products, together with influencers that data showed to be influential in the territories MAM wanted to own, rather than sending product to everyone.

Smoking Gun shortlisted mother and baby influencers across levels of reach and social platforms, tested them through sentiment analysis and listening, briefed 40 of them, and sent creative mailers with product samples, which produced Instagram Stories and grid posts.

Smoking Gun reports 474,161 total influencer reach and a 4% sustained engagement rate that it says exceeded industry standard, while influencers produced 174 Instagram Stories to MAM's online shop and 42 grid posts across their channels.

Strategy Breakdown

MAM's target customer base in the mother and baby sector, reached through influencers in the territories the client wanted to own.
The agency describes mother and baby marketing as reliant on close relationships with influencers who are verified and can be trusted, so a broad gifting drive would have undermined the credibility the category depends on.
Smoking Gun treats brand love as the foundation of good influencer communications, so it chose influencers who would naturally buy the product rather than sending samples to every available account.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Smoking Gun

Results & Evidence

MetricValue
Total Influencer Reach474.2K
Engagement Rate+4%
Positive Sentiment100% positive sentiment
Instagram Stories174 Instagram Stories
Grid Posts42 grid posts
Influencers Briefed40 influencers

Why Smoking Gun's strategy worked

  1. 1

    Selecting influencers who would buy the product without being asked gives seeded content a credible motive, because the recommendation matches existing behaviour rather than a paid instruction, which matters most in a category built on parental trust.

  2. 2

    Running sentiment analysis and listening before briefing lets an agency screen out candidates whose audience response is weak, so the shortlist is judged on likely influence rather than on follower numbers alone.

  3. 3

    Pairing natural brand fans with influencers chosen by data for specific territories splits the roster between credibility and coverage, so the brand gains authentic voices while still reaching the areas it wants to own.

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