HiPP Organic UGC Campaign

HiPP Organic are a baby food, milk and care brand. Their focus is to provide families with natural, quality products for their babies that have been developed in a sustainable way.​

AIM:

Implement a UGC-focused campaign, working with a diverse range of micro and nano parenting influencers. 

THE CAMPAIGN:

Tasked with sourcing nano and micro influencers for a UGC campaign focused on their food and baby care ranges, I managed negotiations with over 50 influencers, narrowing it down to a range of 43 diverse influencers and families, responsible for creating assets for HiPP Organic’s website & socials. I handled discussions between the client and the creators and coordinated the gifting of products to each.

Results

  • With each creator tasked with creating 10 UGC images, we were fortunate to gain over the expected amount, with 478 pieces of final content.

  • While this was a UGC and there was no expectation to post any content, we saw 8 influencers go live organically, leading to an average engagement rate of 9%.

  • While simple in its aim, this campaign came with a breadth of consideration factors due to the large scale of influencers partaking and external factors such as postal strikes - despite this exceptional content was produced and strong relationships were developed between the brand and the family creators.