HiPP Organic

Partnering with influencers to share their own stories of using HiPP Organic, to drive brand awareness and messaging

Baby feeding experts, HiPP Organic UK, briefed PHA to launch an influencer strategy to amplify their new #WhyIChooseHiPP campaign across Instagram and TikTok.

The campaign encourages customers, ambassadors and influencers to engage with the campaign hashtag and share their own experiences of using various HiPP Organic products, to build trust among new and existing customers and grow HiPP’s social media following.

Strategy

Following an initial research stage identifying potential influencers, we worked closely with the client to shortlist relevant micro, macro and mega influencers, before reaching out to them and/or their agents to negotiate fees and content deliverables.

Baby formula and food is a heavily regulated industry, so it was imperative that as part of this process we obtained additional information, such as the age of children that would be involved and whether they were already using HiPP, to ensure regulatory compliance.

After a detailed briefing process with essential key messaging guidelines, we worked with each influencer to ensure quality and compliance, and to coordinate client feedback.

Results

To date, we’ve worked with 40 influencers with a combined following of over 11 million – including popular reality stars Amy Childs and Holly Hagan – who have all delivered a mixture of high-performing Instagram Reels, Stories and grid posts, TikTok videos and photography.

Our strong influencer and agent relationships meant that in some cases we secure additional usage rights and extra content outside of what was initially contracted, giving HiPP more return on their investment for no extra cost. 