Rainbow Light "Men's One", "Women's One" and "Sunny Gummies" bottles beside a conch shell and gummies on a white table
Submitted by XOMAD

Rainbow Light #RainbowBoost Mom Influencer Campaign

Influencer Marketing

XOMAD ran the #RainbowBoost influencer campaign with 60 Mom and Lifestyle influencers for Rainbow Light, generating 258M+ impressions across Instagram, Twitter, Facebook, Pinterest and blogs.

258M+Impressions
191K+Repeat Exposure Reach
9.92%Top Engagement Rate

About the campaign

XOMAD ran #RainbowBoost for Rainbow Light with Mom and Lifestyle influencers, generating over 258 million impressions. Rainbow Light offers immune and energy boosting product lines. The goal was to reach other Moms with messaging about preventative flu care ahead of the peak flu season.

The agency worked with 60 influencers across Instagram, Twitter, Facebook, Pinterest and blogs. Mom influencers and their children took part in the content together. The posts showed Rainbow Light products as mom and kid approved. The campaign produced 1,400+ social posts, including 72 Instagram posts.

The agency reports that over 191,000 accounts saw two or more campaign posts from different influencers. The Instagram posts drew over 5,000 consumer comments from the audience. The top engagement rate recorded on the campaign was 9.92%.

Case in 60 seconds

Rainbow Light needed to reach mothers ahead of the peak flu season with messaging about preventative flu care, so its immune and energy boosting product lines had to be framed as something a family uses before illness arrives.

Mothers take their cues on family health from other mothers, because a product shown in a real household with real children carries a credibility that a brand's own claims about immunity cannot supply.

XOMAD built #RainbowBoost around Mom and Lifestyle influencers who brought their children into the content, so each product appeared as mom and kid approved inside an ordinary family routine.

60 Mom and Lifestyle influencers posted about Rainbow Light across Instagram, Twitter, Facebook, Pinterest and blogs, with their children taking part to show the immune and energy lines as mom and kid approved, producing 1,400+ social posts.

XOMAD reports 258 million impressions and a top engagement rate of 9.92%, while over 191,000 accounts saw two or more posts from different influencers and 72 Instagram posts drew over 5,000 consumer comments.

Strategy Breakdown

Other Moms, reached through Mom and Lifestyle influencers ahead of the peak flu season.
Rainbow Light is cast as the preventative step a mother takes for the whole family before flu season, through immune and energy boosting lines that children take as well.
Parents weigh another parent's experience with a product for their children more heavily than a brand message, which is why the work ran through Mom influencers and showed their children taking part.

Creative & Execution System

Assets & channels

  • Instagram
  • X (Twitter)
  • Facebook
  • Pinterest

Partners

  • XOMAD

Results & Evidence

MetricValue
Impressions258M+
Repeat Exposure Reach191K+
Top Engagement Rate9.92%
Social Posts1,400+ social posts
Influencers60 influencers
Instagram Posts72 Instagram posts

Why XOMAD's strategy worked

  1. 1

    Several creators posting into the same community produce repeat exposure, because an audience member meets the product from more than one trusted source, which is what the 191,000 accounts that saw two or more posts measure.

  2. 2

    Putting children in the content answers the first question a parent asks about a family health product, which is whether a child will take it, so kid participation does proof work that a written claim cannot.

  3. 3

    Timing a preventative health message before the peak flu season gives creators a reason to post that their audience already shares, so the content lands as seasonal advice rather than promotion.

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