New Moms
“Spill the Milk”
opportunity
Tommee Tippee wanted to talk to new and expecting moms in a bold and different way than other brands, supporting them on their parenting journey and raising awareness of Tommee Tippee bottles and breast pumps in the process. It was clear from third-party research and our own social listening that the support and advice new moms needed was rapidly shifting from in-person conversations to virtual. In terms of the type of content new moms were consuming, our research showed that online video was at the top of the list.
approach
Enter Tommee Tippee’s “Spill the Milk,” a raw and irreverent series hosted by a panel of parenting influencers and experts and tackling hot-button topics like mental health, sleep for mom and baby, and the trials and tribulations of breast feeding while returning to work. 360PR+ kicked off the series with Bachelor star and parenting podcaster Jade Roper, who brought a massive audience, media appeal and her authentic, relatable new mom story. Known for her stark honesty surrounding postpartum, we knew Jade would break through and connect with moms on a deeper level – and she did. 360PR+ took a fully integrated approach to driving awareness and engagement, including organic and paid content distribution, earned media, influencer activation and a consumer promotion that gave moms a chance to win $10,000 for use during their parental leave and an array of Tommee Tippee feeding solutions.
results
Spill the Milk moved the needle for both moms and the brand. The four episodes attracted 438,500 views across our Facebook and Zoom broadcast and other content saw engagement rates as high as 20%+. Our hosts and influencers delivered 93 original pieces of branded content for 32M social media impressions, and we earned coverage for the series and Tommee Tippee products in core parenting outlets and beyond – with People, US, She Knows, Romper, TODAY.com Parents, Essence, Access and more for 1.2B quality impressions. The Tommee Tippee website saw an increase of 84% in new visitors during the campaign. Moreover, Tommee Tippee sales grew by 16.5%.
