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3 Family and Baby Brands Giving Life to Influencer Marketing

Get inspired by the brilliant influencer marketing strategies behind 4moms, PatPat, and Owlet Baby Care.
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Social proof is a necessary ingredient for driving sales in the family and baby category. Because these products often involve the health and well-being of children, trusted recommendations from other parents are incredibly important in influencing purchase decisions. That’s precisely why leading family and baby brands lean on influencers to drive growth for their business today. 

In this 3-part series, we’re exploring influencer marketing strategies tailored to family and baby brands. In Part 1, we discussed 5 best practices necessary for campaign success. 

Now, in Part 2, we’re breaking down the brilliant strategies behind 4moms, PatPat, and Owlet Baby Care, so that you, too, can run a high-growth influencer marketing campaign. Let’s jump in!

4moms

It’s true that most parents spend lots of time researching baby-related products and don’t make spontaneous purchase decisions. However, a genuine recommendation from a trusted influencer can go a long way when it comes to impacting their purchasing decisions. 

But don’t just take our word for it. Leveraging Aspire’s end-to-end platform, 4moms implemented a multi-pronged influencer marketing campaign that drove impressive results within 6 months:

  • 300+ conversions driven by affiliates
  • $65K+ affiliate sales
  • 30% boost in conversions through IGC-based ads
  • Saved thousands of dollars on content creation

What’s their secret?

With the end goal of boosting sales and ROI, the brand implemented an influencer-affiliate marketing program. The brand kicked off the affiliate campaign with a product seeding initiative, sending out 4moms products to affiliates to get familiarized with the brand’s range of baby products. From there, each creator created authentic content detailing their honest experience with the brand’s products over time. 

@_madisonkenda_ I actually found something my colic baby likes 🥹 it feels like a huge mom win. #ad Because it makes him feel like he’s still in my arms when i set him down. I usually have such bad mom guilt for setting him down because he just cries, but he loves this swing so much!!! Use code MADISONNEWMAN20 to get 20% off the MamaRoo on 4moms.com #newbornessentials #babyfavorites #babyessentials #babygear #firsttimemom #newmom #newborn #mamaroo #mamarooswing #mamaroobabyswing #babymusthaves #momsoftiktok #momtips #firsttimemomtips #babyproducts #babyproductsyouneed #babyproductrecommendations #bestbabyproducts #babyshowergifts #babyswing #mamaroo @4moms ♬ original sound - Madi

To give creators additional incentive to drive sales, each creator was set up with unique tracking links and promo codes, which also allowed the brand to attribute conversions to each affiliate. Not only did this successfully drive conversions, but the strategy also resulted in a wealth of lifestyle imagery showcasing 4moms products in a variety of settings and backgrounds.

This diverse, high-converting influencer-generated content (IGC) was then repurposed in their paid ads, driving 30% more conversions than their standard ads. 

Check out our full customer feature on 4moms to learn more.

PatPat

Online fashion retailer PatPat focuses on providing affordable matching outfits for families, appealing to both children and adults. The brand’s primary customers are parents, especially young moms, who seek trendy and budget-friendly clothing for their kids, or coordinated styles for the whole family.

According to Modern Retail, PatPat has successfully mastered a model they call the “pyramid of influence,” a multi-pronged influencer marketing strategy focused on reaching millennial and Gen Z parents. The strategy includes partnering with:

  • A leading celebrity mom or mega-influencer
  • 3-4 key mommy-and-kid influencers
  • Evergreen ambassadors
  • Everyday customers

By activating different kinds of creators, PatPat taps into the growing trend of social shopping, reaching customers of different backgrounds, budgets, and more.

Ranu Coleman, PatPat’s head of marketing, told Modern Retail, “Parents ignore ads if they see too many,” Coleman noted, emphasizing the importance of creative and non-intrusive marketing approaches like influencer marketing. 

Owlet Baby Care

Owlet is a baby monitoring product that empowers parents with important health information such as the baby’s heart rate, average oxygen levels, movement, and more, giving parents more peace of mind and allowing them to enjoy the newborn bliss.

Because social proof is so important in the baby care industry, Owlet relies heavily on word-of-mouth referrals to help drive brand awareness and sales. To supercharge these trusted recommendations, Owlet activates a small army of mom and dad influencers, who can attest to the peace of mind they feel using Owlet’s baby monitoring tool. By doing so, the brand has achieved some pretty strong results in just a few short months:

  • 39% increase in content reach 
  • 59% increase in impressions 
  • 102% increase in engagement
  • 3K website sessions

The best part is that Owlet was able to achieve these outcomes with a scaled back marketing budget. To stretch their dollars, the brand shifted their attention from paid influencer initiatives to creator product seeing. 

But the team doesn’t just work with anyone. Owlet seeks influencers with engaged communities, rather than those with the largest followings, to ensure that each piece of content is well-received. The brand also joins forces with influencers who organically reach out asking to try out their products — the ideal recipe for authentic content. 

By doing so, Owlet’s influencers have been able to drive awareness, engagement, and sales without pouring out thousands of dollars.

Additionally, because their products have a short customer life cycle (as the babies inevitably age out of the product), Owlet leverages Aspire to find and connect with a strong pipeline of fresh creators who are in the pregnancy and infancy stage. And with a track record of success with influencers, the brand also plans to incorporate affiliate marketing strategies to catalyze sales going forward.  

Check out our full customer feature on Owlet Baby Care to learn more.

Click to read Part 3 of this series, where we tell you everything you need to know about working with mom and dad influencers.

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