Submitted by Fleishman Hillard

Philips Avent Natural Bottle Nano Influencer Review Program

Influencer Marketing

Fleishman Hillard ran a nano influencer review program through Butterly for Philips Avent's reimagined Natural Bottle, and reports it was 100% recommended by parents in the Butterly community.

100%Parent Recommendation
94.4%Repurchase Intent

Case in 60 seconds

Philips Avent had reimagined its Natural Bottle and wanted Canadian parents with new babies to know about it, which meant building trust and consideration for a new design rather than relying on a reputation for dependability alone.

Parents choosing a baby bottle trust the judgement of other parents more than brand claims, so the page frames the work as made for parents by parents, with reviews from peers carrying the credibility a manufacturer cannot claim for itself.

Fleishman Hillard built the launch around parent testimony rather than brand messaging, using nano influencers recruited through Butterly to put credible, peer-written reviews where Canadian parents compare and buy baby bottles.

Nano influencers in Canada, recruited through the Butterly platform, created relatable content on their own platforms and left testimonials on Philips.ca and other key retailer networks, while their user-generated style assets ran across paid and owned channels.

Fleishman Hillard reports that the Natural Bottle was 100 % recommended by parents in the Butterly community and that 94.4 % of targets said they would be likely to repurchase, and the bottle won #1 in Baby Bottles for ChickAdvisor's 2023 Reviewers' Choice Awards.

Strategy Breakdown

Canadian parents with new babies.
Baby bottles are bought on trust, and Philips Avent needed parents to consider a redesigned version of an established product, so the brief asked for awareness, trust and consideration rather than awareness alone.
The page casts Philips Avent as a dependable brand that still changes its products, so the campaign had to carry that reputation over to the reimagined Natural Bottle through the voices of parents rather than the brand.
Parents look to other parents' reviews before buying for a new baby, which is why the agency placed nano influencer testimonials on Philips.ca and retailer networks where purchase decisions are made.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Fleishman Hillard (lead agency)
  • Butterly (platform partner)

Participation mechanic

  • Nano influencers recruited through Butterly tried the reimagined Natural Bottle, created content on their own platforms and left written testimonials on Philips.ca and other key retailer networks.

Results & Evidence

MetricValue
Parent Recommendation100% recommended
Repurchase Intent94.4%

Why Fleishman Hillard's strategy worked

  1. 1

    Placing creator testimonials on brand and retailer product pages puts influencer output at the point of purchase rather than only in a feed, so the content works as review evidence when a parent is deciding.

  2. 2

    User-generated style assets from nano influencers can be reused across paid and owned channels, so one round of creator work supplies both reviews and advertising material rather than needing separate production.

  3. 3

    A third-party consumer review award gives a review-led launch an outside marker of credibility, because it comes from a reviewer community rather than from the brand or the agency itself.

Related Case studies