Rainbow Light #FirstThousandDays Prenatal Vitamin Launch
Influencer MarketingXOMAD activated over 200 parenting and pregnant influencers for Rainbow Light's stage-specific prenatal vitamin line, producing 2,900+ social posts and 811 Million impressions across their social media channels.
Case in 60 seconds
Rainbow Light launched a new line of prenatal vitamins specialized for each stage of pregnancy, so the brand had to explain which product belonged to which stage rather than sell one item.
The campaign appears to turn on the way pregnancy guidance travels through trusted parents rather than brand channels, because the page shows over 200 parenting and pregnant influencers carrying the education themselves.
The organizing thesis was #FirstThousandDays, a campaign built so that parenting and pregnant influencers educated their audiences about a staged prenatal line rather than announcing a product launch.
Over 200 parenting and pregnant influencers posted about the prenatal line on their social media channels, supported by over 10 experiential activations such as cooking classes, Rainbow Light Mom-spa days, Mommy & Me yoga and floral arranging. A group of 50 influencers also participated in an insights survey covering social strategy, innovation, packaging and product awareness.
XOMAD reports 811 Million impressions and 2,900+ social posts at 3.06% average engagement, with campaign engagement 72% higher than the industry standards for branded Instagram content. Over 1.45 million accounts saw two or more campaign posts from different influencers, which the page presents as repeated exposure across separate creators.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- XOMAD
Participation mechanic
- Influencers and their audiences took part in over 10 experiential activations, including cooking classes, Rainbow Light Mom-spa days, Mommy & Me yoga and floral arranging, while 50 influencers answered an insights survey for the brand.
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 811 Million |
| Social Posts | 2,900+ |
| Average Engagement | 3.06% |
| Accounts Seeing 2+ Campaign Posts | Over 1.45 million accounts saw two or more campaign posts from different influencers. |
| Engagement vs Instagram Standards | Campaign engagement was 72% higher than the industry standards for branded Instagram content. |
| Participating Influencers | Over 200 parenting and pregnant influencers participated in the campaign. |
| Experiential Activations | There were over 10 experiential activations that helped educate influencers and their audiences about the prenatal line. |
| Influencers in Insights Survey | A group of 50 influencers participated in an insights survey that helped the brand gain knowledge in multiple areas, including social strategy, innovation, packaging, and product awareness. |
Why XOMAD's strategy worked
- 1
A roster above 200 creators appears to buy frequency as well as coverage, because over 1.45 million accounts saw two or more posts from different influencers rather than one post once.
- 2
Recruiting creators who are themselves parenting and pregnant reads as a way to make product education credible, because the account of a staged regimen arrives from someone living that stage.
- 3
An influencer roster can double as a research panel, since 50 of the participants answered an insights survey on social strategy, innovation, packaging and product awareness rather than only posting.
- 4
Experiential activations appear to serve as content supply as much as education, because more than 10 events gave creators occasions to post about a vitamin line rather than leaving them to invent them.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate