Parents with babies on the weaning journey sharing Ella's Kitchen Veg Pouches with parents, recommending & spreading the word.
To reach out and raise awareness of Ella's Kitchen products and brand positioning to new parents who are starting or have started the weaning journey with their children. To encourage authentic grassroots recommendations, which are trusted and relatable.
To encourage word of mouth recommendations for Ella's Kitchen Veg pouches with families going through the weaning journey with their babies and to promote the wealth of information available the Weanursery website.
We recruited Loopers who were active in their local baby communities, who were seeking direction from respected sources. They received product to try and share, along with information on the Weanursery provided by Ella's Kitchen. The Loopers distributed 15,000 samples across the UK, to fellow parents at the same stage, whom they have deep and trusted relationships with.
All KPIs for the experience surpassed client and agency expectations we reached over 600,000 people and 87% of the Loopers recruited for the campaign knew people who went on to purchase the product. Whilst 100% of the target Loopers would continue to recommend and purchase the product.
<
<