Munchkin is a global baby brand, designing products and accessories to help make parent’s lives easier, from weaning to bathing.
munchkin
Despite being a powerhouse in the market, Munchkin needed to build better brand awareness in the UK.
We needed to build brand love among parents, prompting recognition and early adoption of Munchkin products.
Our core objective was to raise awareness among mums and to drive brand engagement – to make Munchkin the brand of choice among new parents.
We researched Instagram influencers with highly engaged mum followings and recruited:
Real mums embarking on their weaning journeys
Our real mums, already expert content creators, became a powerful force for product recommendation.
They displayed their love for the Munchkin brand by putting it right at the heart of their family meal times.
Content included ‘mum truths’ videos of toddlers road testing ‘miracle’ products like the spill-free cup and stay-put suction plate – always with a humorous and authentic voice and championing the little wins for mums.
Celebrity mum, Dani Dyer
We knew Dani was a fan of Munchkin and so we teamed up to launch a competition to win a bumper bundle of weaning goodies. This drove mass awareness, engagement and follower uplift.
Baby nutrition expert, Annabel Karmel
We aligned Munchkin with a leading baby food and weaning expert, with a highly engaged audience.
We offered authoritative and valuable content to mums.
This included advice on weaning and recipe ideas, all brought to life through product Stories, recipe Stories and an Instagram Live Q&A.
We also secured high profile product placement with online media outlets including The Independent and Mother & Baby online.
The focus was Munchkin’s weaning products, so we wanted to bring to life all the fun, mess and mayhem of meal times with a little one.
Instagram was our core channel, supported by product placement with high profile online media outlets.
To maintain a high reach and constant opportunities for mums to engage with Munchkin, we needed a stream of quality content to speak to them.
We knew that for mums, the single biggest source of influence to purchase was recommendation from other mums – and our audience was seeking these recommendations on social media.
We recruited a panel of real mums and trusted experts to become our advocates and content creators.
We wanted to show how the products make life more enjoyable as well as easier for parents – taking Munchkin from the functional into the emotional realm.
Our outstanding campaign was globally recognised with an AMEC Award for most effective planning, research and evaluation – and scooped a raft of other industry accolades for outstanding use of social media, audience engagement and creativity.
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