Mums2Gather: "Influencers become confidants or advisors"

[Dimaeiya333]

Tackling some of the most sensitive and personal experiences in a person’s life, and running influencer campaigns in the baby/child/family sector, is fraught with pitfalls. Christel Niquille, founder of digital marketing agency MUMS2GATHER and online community mumtobeparty.com , explains what it takes to succeed.


How is lobbying in the baby/family sector different from lobbying in other sectors?
The selection criteria depend on the life stage of the influencer. This could be a pregnant or postpartum woman, a parent, a very young child who is starting to diversify their diet, or a child who is already a little indepe training directors email database ndent. You have to reach the right age group for the brand's needs.

You have to be very attentive [to what is happening in their lives] because a KOL may have one idea of ​​parenthood, but the reality may be different. For example, they may have expressed a desire to breastfeed, but give up on it a week after giving birth. Or vice versa.

There is a lot of immediacy in our process of selecting influencers. You have to be very interested in the person. You can't screw up, because this period of life is ultra-sensitive and very personal. There are a lot of restrictions [on what you can do]. You have to make sure that the message is totally credible and that the product is perfectly suited to the baby. For someone who is not a parent, a bottle is just a bottle. But – and this is what makes our campaigns so interesting – there are many criteria that determine the compatibility of a particular bottle with a child's development.

Is it possible to work with influencers on a long-term basis when the time a child needs a particular product is often limited?
It is a big challenge to find the right profiles within a given time frame and to retain them afterwards. Brands in this sector need a fairly large budget, because recruitment is always ongoing. We are always looking for new talent and there is a lot of competition [to attract KOLs].

The more brands are present on social media, the more good reputation they gain for the way they organize their campaigns, treating KOLs well, showing professionalism, etc. This is important and can make the difference between your campaign being quickly accepted or not by the influencer.

We achieve loyalty and work in the medium term, when certain influencers become pregnant with a new child, for example. Finally, long-term loyalty depends on whether the brand itself has several products in its portfolio to support the child's development or the needs of the family.