Tommee Tippee The Truth Is Parenting Creator Platform
Submitted by SEEN ConnectsAgency IPI Score 42/100

Tommee Tippee The Truth Is Parenting Creator Platform

Influencer Marketing

SEEN Connects built The Truth Is, an honest parenting conversation platform for Tommee Tippee with celebrities and creators, reporting 2.8M reach at £0.08 per engagement.

2.8MReach
1.6MMeaningful Engagement
£0.08Cost per Engagement

About the campaign

SEEN Connects built TheTruthIs for Tommee Tippee, a creator platform for honest parenting talk that reached 2.8M. Tommee Tippee needed to protect its market leadership. The brief was to speak truth about parenthood and champion real conversations instead of simply selling products.

The agency recruited creators who shared unfiltered realities, from midnight feeds to changing bodies. Its in-house production team filmed these moments and worked products into family stories. Celebrity partnerships carried mass awareness, while an always-on creator network represented diverse parenting experiences. The services listed for the work are insight and strategy, organic influencer, production and paid social.

The agency reports a reach of 2.8M. The campaign recorded 1.6M meaningful engagements. Each engagement cost £0.08.

Case in 60 seconds

Tommee Tippee held market leadership and needed to protect it, so SEEN Connects was asked for something bold that would champion real conversations about parenthood instead of simply selling feeding products.

Parents trust another parent describing midnight feeds and changing bodies more than a brand describing its products, because the unglamorous details are what new parents recognise from their own homes and rarely see in advertising.

TheTruthIs became a standing platform for honest parenting conversations, which gave Tommee Tippee a voice in the hard parts of early parenthood while its products sat inside family stories rather than in front of them.

Creators shared unfiltered realities of parenting, from midnight feeds to changing bodies, while an in-house production team captured the moments; celebrity partnerships drove mass awareness and an always-on creator network covered diverse parenting experiences.

SEEN Connects reports 2.8M reach and 1.6M meaningful engagement for the programme, delivered at a cost per engagement of £0.08 across the celebrity partnerships and the always-on creator network.

Strategy Breakdown

Parents, across diverse parenting experiences, from midnight feeds to changing bodies.
Parenthood is usually shown polished, so a brand that talked openly about midnight feeds and changing bodies could stand apart from category advertising that sells products without acknowledging how hard the early months are.
Tommee Tippee already led its market, so the task was defending that position, which called for a bold move into real conversations instead of a louder product push.
Tommee Tippee acted as host of honest parenting conversations, with its products woven into family stories as part of daily life rather than presented as the subject.

Creative & Execution System

Partners

  • SEEN Connects

Results & Evidence

MetricValue
Reach2.8M
Meaningful Engagement1.6M
Cost per Engagement£0.08

Why SEEN Connects' strategy worked

  1. 1

    A two-tier structure splits the job cleanly, because celebrity partners buy mass awareness quickly while an always-on network of everyday parents keeps the conversation going after the famous faces move on.

  2. 2

    Naming a platform after a promise of honesty gives creators permission to show the difficult parts of parenthood, which makes product placement feel incidental to the story instead of the reason for it.

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