Woman reads to baby in nursery chair beside Mommy's Bliss baby cough syrup bottles and "day + night combo pack" box
Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

Mommy's Bliss: A Four-Year Evolution From Sentiment to Scalable Performance

Influencer Marketing

The Shelf built a four-year creator program for Mommy's Bliss that grew from sentiment-led storytelling into allowlisted paid amplification, delivering 19.6M impressions total in 2024.

1.3Reels vs static engagements
2.7Reels vs static impressions
1.73%Story engagement rate
+3.08%Story engagement rate

Case in 60 seconds

Mommy's Bliss sells over-the-counter remedies for infants and new parents, a category where caregivers weigh what they give a newborn carefully, so polished product demonstrations carry less persuasive weight than an account of a real night with a teething child.

The campaign appears to turn on the observation that parents seek reassurance rather than instruction, because the page reports relatable real-life parenting stories consistently outperformed polished tutorials on engagement and sentiment across the whole four-year run.

Rather than running discrete campaign waves, the program treated creator content as an always-on support system aligned to developmental and seasonal moments, so a parent met the brand at the point of need rather than at a media buying moment.

The Shelf cast 35+ creators across three product verticals in 2024, producing Instagram carousels, Reels and Story Sets across teething, postnatal, gripe water, gas drops, cough and cold, vitamin D and acetaminophen lines, then allowlisted the strongest assets into Meta paid placements.

The Shelf reports 5.7M impressions in 2021-2022, 10M+ across organic and paid in 2023 and 19.6M impressions in 2024, with a 2024 in-feed engagement rate of 5.74% against a stated 4.31% benchmark.

Strategy Breakdown

Millennial and Gen Z parents with infants, toddlers, and early childhood needs.
Parents of infants are addressed constantly by product marketing while trusting almost none of it, so the page positions creator content as reassurance from another parent rather than as a claim made by a brand.
Over-the-counter infant remedies are bought in narrow moments of need such as teething or cough and cold season, which means reach delivered outside those windows converts poorly and the program was flighted seasonally in response.
Based on the available evidence, Mommy's Bliss is positioned as a fixture parents return to across developmental stages rather than a single purchase, which is why the roster spans seven product lines instead of concentrating on one hero product.
Saves, shares and comments on Kary Amaro's Reel are described as signals of both audience resonance and future algorithmic lift, which suggests the program read engagement as a distribution input rather than only as a performance report.

Creative & Execution System

Assets & channels

  • Instagram
  • Meta
  • Carousels
  • Reels
  • Stories
  • Story Sets
  • UGC
  • Video

Partners

  • The Shelf

Creator role

  • Abby Lane — creator
  • Kary Amaro — creator
  • Kelley Lorraine — creator
  • Tammy Merecka — creator
  • 35+ Creators Across Three Product Verticals ('24)
  • Nano & Micro creators
  • mid-tier creators

Results & Evidence

MetricValue
Reels vs Static EngagementsReels generated 1.3× more engagements than static
Reels vs Static ImpressionsReels drove 2.7× more impressions than static formats
Story Engagement Rate2024 Story ER reached 1.73% (benchmark: 1%)
Story Engagement RateH1 2023 Story ER climbed to 3.08% - well above the 0.8-1.2% benchmark
Average Engagement RateNano & Micro creators delivered 4-7%+ average ER across the program
Creator Engagement RateHer standout Reel achieved an 8.84% ER
Creator Engagement RateWith a 5.41% ER, Tammy Merecka emerged as one of the top performers of the 2024 cohort
Creators35+ Creators Across Three Product Verticals ('24)
Impressions19.6M impressions generated during the 2024 seasonal program
Impressions5.7M+ impressions in early campaigns (2021-2022)
In-Feed Engagement Rate2024 in-feed engagement rate hit 5.74% (benchmark: 4.31%)
Link Clicks and Sticker Taps2024 examples: 49 link clicks and 26 sticker taps from a small-scale test
Lowest CPMLowest CPM: $1.54 • Lowest CPC: $0.46
Organic + Paid Impressions10M+ impressions from organic + paid performance in 2023
Paid Click-Through RateTop CTRs reached 2.11% in high-performing ad sets
Share of Link Actions From StoriesStory Sets captured ~72% of all link actions (swipe-ups + sticker taps)
Sticker Taps per Story SetTop creators historically delivered 50-60+ sticker taps per Story Set
Total Impressions35M+ total impressions delivered across 2021-2024
Video ImpressionsHer standout content generated 313,417+ video impressions

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Format choice carries reach on its own terms, because the agency reports Reels drove 2.7x more impressions than static formats while generating only 1.3x more engagements, which suggests the two formats are worth buying for different jobs.

  2. 2

    Stories appear to be the action surface rather than the awareness surface, since Story Sets captured ~72% of all link actions through swipe-ups and sticker taps while Reels carried the impression volume.

  3. 3

    Smaller creator tiers held their engagement advantage across four years, with nano and micro creators delivering 4-7%+ average ER, which reads as a case for casting on audience relationship rather than on follower scale.

  4. 4

    Organic performance data appears to have functioned as a casting signal for paid, because Kary Amaro's 8.84% ER Reel was scaled into allowlisted placements, so the organic layer effectively pre-tested creative before media weight went behind it.

  5. 5

    Aligning flights to teething spikes, cough and cold waves and postnatal milestones produced higher engagement and intent signals, which suggests seasonal timing did work that creative alone could not.

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