Pipette | Influencer Marketing
Cercone Brown Company ran a localized micro-influencer program for baby skincare brand Pipette that reported 677,916 impressions across new CVS and Target retail markets.
Case in 60 seconds
Pipette had grown as a digitally-native baby skincare brand with little to no brick and mortar visibility, yet was entering 9 CVS locations in New England and 30% of Target stores against a saturated babycare shelf.
The program appears to turn on the observation that a shopper only walks to a shelf she already knows is nearby, so audience proximity to a specific CVS or Target mattered more than aggregate follower scale.
Make Pipette a fixed item on the shopping list for a Target or CVS trip by building local awareness through creators whose audiences already shop those stores, rather than through broad national reach.
Cercone Brown Company mapped, sourced and onboarded 14 micro-influencers with localized audiences near the retailers, negotiated rates and rights use, directed content against brand guidelines, wrote external messaging, edited final content, and tracked metrics, driving traffic to stores and to the Pipettebaby.com store locator.
Cercone Brown Company reports reach of 276,420 and impressions of 677,916, with engagement of 37,210 clicks, comments, saves and shares, an average engagement rate of 2.98, and 2,000+ link clicks to pipettebaby.com store locator page.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- Cercone Brown Company (lead_agency)
Creator role
- 14 micro influencers enlisted with an average follower count of 40,000
- 14 micro-influencers
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average engagement rate | AVG ENGAGEMENT RATE 2.98 (industry standard: 1-2%) | engagement_rate |
| average influencer follower count | 14 micro influencers enlisted with an average follower count of 40,000 | follower_growth |
| engagement (clicks, comments, saves and shares) | 37,210 clicks, comments, saves & shares | traffic |
| impressions | 677,916 | impressions |
| link clicks to store locator page | 2,000+ link clicks to pipettebaby.com store locator page | traffic |
| reach | 276,420 | reach |
Why Cercone Brown Company's strategy worked
- 1
Casting for audience composition rather than follower scale holds up here, because 14 partners averaging 40,000 followers produced an engagement rate the agency puts above the 1-2% it cites as standard.
- 2
A store locator link gives a retail-driving influencer program a countable action, which is why 2,000+ link clicks can stand in for foot traffic that the brand cannot otherwise observe from social content.
- 3
Varying influencer contracts by best performing content type and rights use suggests the program treated usage rights as a negotiated variable per partner rather than a fixed term applied across the cohort.