HIPP
HIPP entered Singapore with a new skincare range tailor-made for sensitive infant skin. As an established organic German baby brand, HIPP appeals to discerning parents seeking natural and gentle ingredients. Through strategic KOL Marketing Strategy & B2B marketing initiatives, we helped introduce their dermatologically-tested formulas to local parents who prioritize child wellness.
Short Description:
Learn how our KOL marketing strategy helped introduce HIPP's delicate skincare range to over 500,000 local parents by creating 145 UGC posts. With tailored messaging on being gentle for sensitive skin, the brand garnered over 1.67 million impressions to reach busy parents who prioritize their child's skincare.
Solution:
Activated an always-on influencer network of KOMs to create UGC highlighting positive first-hand experiences, supported by first-party data consumer insights to optimize messaging and targeting.
Impact:
Ongoing conversations within our thriving mom community expanded organic impressions to over 1.6 million, enabling HIPP to resonate with and gain credibility amongst discerning local parents seeking natural skincare alternatives.
Objective
Transform KOMs into long-term brand advocates who can spotlight HIPP’s safety, natural ingredients and nourishment credentials in real-time. Specifically, activate social conversations within dark social groups that cannot be penetrated by typical advertising to share testimonies about HIPP's benefits.
Activity/Channels:
We leveraged 65 KOMs to create 145 UGC posts highlighting first-hand experiences with HIPP's skincare range. Social content focused on gentle ingredients, safety for sensitive skin, ease of application and discernible nourishing effects.
On behalf of the brand, KOMs readily answered questions and concerns from other parents in the community. Through the Q&A sessions, they spotlighted HIPP products best suited for their baby’s needs, facilitating seamless product discovery for engaged mums.
Outreach KPIs
Actual Results
The immersive community engagement through the KOMs created strong organic visibility and connections with discerning local parents. The word-of-mouth campaign surpassed our target goals, excelling with over 4X the expected reach.