Medela Magic InBra Paint & Pump Influencer Event
Cercone Brown Company staged a Pump & Paint influencer event for Medela's Magic InBra launch, earning 46 organic posts and 452K estimated impressions.
Case in 60 seconds
Medela was bringing Magic InBra, a wearable pump with hospital-grade performance, to the U.S. market, and an announcement alone would not make the product resonate, so the brand needed earned advocacy instead.
The campaign appears to turn on the reading that parenting audiences trust product claims arriving through people who have handled the product, which is why influencers and healthcare providers were convened together rather than briefed separately.
Tie the product introduction to Medela's mission by hosting the reveal inside a milk bank the brand already partners with, so the innovation is met through the cause rather than through a launch message.
CBC hosted a select group of local influencers and healthcare providers at the Mothers' Milk Bank of the Western Great Lakes for a behind-the-scenes tour, a shared lunch, and a Pump & Paint party where guests painted nursery masterpieces, leaving with the Magic InBra pump, a stuffed giraffe, artist-designed mom-baby socks, and brand collateral in a reusable Medela tote.
The agency reports 46 organic posts and 452K estimated impressions, with 50% of attendees posting, exceeding industry benchmark by 46%, while 5 paid posts carried 43K impressions and a 2.48% engagement rate that exceeded goal by 5x.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram Stories
- organic posts
- paid posts
Partners
- Cercone Brown Company (lead_agency)
Participation mechanic
- Guests took part directly by touring the milk bank and painting one-of-a-kind nursery masterpieces at the Pump & Paint party, then posting from the day.
Creator role
- healthcare providers (HCPs)
- local influencers
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| engagement rate goal exceedance | Exceeded goal by 5x | engagement_rate |
| engagement rate | 2.48% engagement rate | engagement_rate |
| estimated impressions | 452K estimated impressions | impressions |
| goal exceedance | Exceeded goal by 46% | performance |
| organic posts | 46 organic posts | performance |
| paid post impressions | 43K impressions | impressions |
| paid posts | 5 paid posts | performance |
| share of attendees posting | 50% of attendees posted, exceeding industry benchmark by 46% | performance |
Why Cercone Brown Company's strategy worked
- 1
Hosting a product reveal at a partner site the brand already funds gives attendees a story beyond the product, which appears to be what lifted posting to 50% of attendees rather than the gifting alone.
- 2
Convening healthcare providers alongside influencers reads as a way to give a clinical product claim social proof from two directions, because parenting audiences weigh professional endorsement differently from creator endorsement.
- 3
A making activity such as painting a nursery piece hands each guest an object of their own to photograph, which suggests why an intimate single-day event produced 46 organic posts.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate