Fred Flo Nappies Image 1
Submitted by We Are SNSAgency IPI Score 22/100

Tesco Fred & Flo Nappies Instagram and TikTok Influencer Campaign

Influencer Marketing

We Are SNS ran a six-influencer Instagram and TikTok campaign for Tesco's Fred & Flo family essentials brand, which the agency reports generated over 160K impressions.

160KImpressions
5,200+Interactions
350KCombined Followers

Case in 60 seconds

Tesco needed awareness, engagement and trial for Fred & Flo among busy parents, and the brief required the range's quality, value and convenience to come through while staying authentic to real family life.

Parents judge family essentials inside their own routines rather than in isolation, so the page frames meal times, snack prep and family routines as the scenes where Fred & Flo could earn trust.

Fred & Flo was presented as the trusted choice for family essentials by placing the products inside ordinary parenting moments told in the influencers' own voices rather than in scripted brand messaging.

Six family-focused influencers created Instagram and TikTok Reels, Stories and short-form videos showing Fred & Flo products at meal times, snack prep and family routines, and Tesco's social channels then repurposed every asset.

We Are SNS reports over 160,000 impressions and 5,200+ interactions and says the content drew likes, comments and saves, while the page publishes no trial or sales figure behind those claims.

Strategy Breakdown

Busy parents looking for trusted, everyday products for their children.
Own-label family essentials compete on quality, value and convenience, so the brief needed those attributes shown in use rather than claimed, which is why the agency placed the products inside everyday parenting scenes.
The page positions Fred & Flo as the trusted choice for family essentials and Tesco as a go-to destination for everyday family products, so the brand plays a supporting part inside routines rather than the lead.
Busy parents look for trusted everyday products for their children, and the agency answered that by showing the products in the meal times, snack prep and family routines those parents already live.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Results & Evidence

MetricValue
Impressionsover 160K impressions
Interactions5,200+ interactions
Combined Followersover 350K followers

Why We Are SNS' strategy worked

  1. 1

    Placing an own-label product inside routines an audience already films, such as meal times and snack prep, lets the product appear as part of daily use rather than as a staged advertisement.

  2. 2

    Repurposing influencer assets across the retailer's own social channels extends a small roster's content into a brand presence, so one production effort serves both creator feeds and owned channels.

  3. 3

    Giving creative direction while influencers keep their own voice protects the relatability a family brief asks for, because content that sounds like the creator lands as a recommendation rather than a script.

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