We launched the Nala’s Baby skin and hair care range in June 2022 through a strategic influencer marketing campaign and continued working with the brand for four years. As an influencer marketing agency, our goal was to increase brand awareness, build trust within the parenting and lifestyle community and drive sales through authentic creator partnerships.

Each month, we partnered with a carefully curated mix of micro, mid-tier and macro influencers, as well as celebrity creators, to amplify the brand across Instagram, TikTok and YouTube. The campaign combined gifted collaborations and paid influencer partnerships to maximise reach, content creation and long-term brand visibility.

Our influencer marketing strategy focused on building genuine relationships with creators, allowing the brand to grow within trusted online communities while also converting influencer content into measurable sales.

Approach

Our approach focuses on selecting diverse influencers who align with the Nala’s Baby brand values and maintain a positive reputation within the social media and digital media landscape.

We analyse each creator’s audience demographics, ensuring their followers align with the brand’s target market of parents and families. Rather than prioritising follower count alone, we focus on influencers with strong engagement rates and an authentic relationship with their audience, which drives higher performing influencer campaigns.

Influencers are briefed by our team with clear deliverables, campaign objectives and brand messaging. However, we intentionally give creators the freedom to interpret the content in their own style so it remains authentic to their platform and resonates naturally with their audience.

The campaign included both gifted collaborations and paid influencer partnerships, allowing the brand to work with a wider range of creators while also building deeper partnerships with high-performing influencers.

We also collaborated with influencers for Nala’s Baby brand events, helping to generate organic social media coverage, real-time content and community engagement.

To measure the success of the influencer marketing campaign, we implemented trackable discount codes unique to each creator, allowing us to monitor sales conversions, track influencer performance and understand which creators were driving the most impact for the brand.

Over time, several influencers transitioned from one-off collaborations into long-term brand ambassador partnerships, reinforcing Nala’s Baby consistently to their audience and strengthening brand trust.

Influencers we worked with included The Kabs Family, Poppy Hollins, Fatima Flatt, Shaughna Philips and many more across the parenting, lifestyle and beauty space.

Results (8-Month Campaign Period)

• Collaborated with 108 micro, mid-tier and macro influencers and celebrity creators

• Achieved a combined social media reach of approximately 6,000,000 users

• Generated average engagements of 1,791,164 across influencer campaign content

• Delivered measurable sales conversions through trackable influencer discount codes

• Built long-term influencer relationships and brand ambassadors

To celebrate the release of Mufasa: The Lion King, Nala’s Baby partnered with Disney to launch a limited-edition bundle. We led the influencer marketing strategy, bringing the collaboration to life through storytelling and creator partnerships.

Approach:

We gifted 120 influencers across different tiers with the co-branded bundle. Each creator was selected for relevance, diversity, and creativity. The content reflected nostalgia and excitement, aligned with both brands’ values.

A paid collaboration with influencer, Poppy Hollins, showcased the magical partnership between the two brands.

Along side this, we held an exclusive screening of Mufasa: The Lion King for influencers to attend with their families at the Genesis Cinema, London.

Results:

• 5.3M+ organic reach
• Strong engagement across all platforms

We Love Cake, a Vegan and Free From brand, tasked us to raise their brand awareness, grow their community and increase awareness of instore offers across major supermarkets, Tesco, Morrisons, Sainsbury’s and Waitrose.

Approach:

We developed and executed an organic, paid and influencer strategy across IG. The organic activity consisted of community engagement, creating none branded static and video content, giving the page a raw and authentic feel, as opposed to looking fully branded with lifestyle images.

Paid ads were run during instore promotional periods, using specific content tailored towards showcasing the delicious food.

We collaborated with 15 gifted gluten free and vegan influencers, with a 93% success rate for coverage and 3 paid influencers – My Gluten Free Life, My Gluten Free Guide  and Gluten Free Alice. This activity drove sales as we saw a significant increase in the We Love Cake community posting about trying and discovering the products during this period.

Results (across a 6 week period):

+ 12% followers

+ 9,622% reach

+ 525% engagements

+ 321% profile visits

To celebrate National Burger Day on 26th August, we ran a social media campaign to raise awareness of Red’s True Barbecue sauces and the new range of frozen burgers in Tesco stores.

Approach:

Keeping the existing Red’s branding in mind and knowledge of social media being a conversational space, we introduced a ‘BBQ confessions’ angle to the creative. This included asking people what their favourite sauce is on a burger and what order they stack it in, using polls on IG stories.

Content was created for feeds highlighting the launch, as well as a ‘food porn’ video being produced, showing the Red’s way to a perfect burger stack. The content was posted with an organic and paid approach.

To help increase reach outside of the Red’s channels, we partnered with two foodie influencers, Tom’s Big Eats and James Brooks, to create content for us. They were sent a pack of burgers and a selection of sauces to create their own recipe. The content was shared on their channels and on Red’s as static images and a Reel of their burger being created.

Results (across a two month period):

+ 2.3 million reach

+ 19.1K engagements

To raise Manchester Drinks Company brand awareness, we managed the content creation, influencer marketing, organic and paid areas as well as community management, across IG and FB.

Approach:

We created a bank of stunning imagery and reels of all the Manchester Drinks Co portfolio, to be used across different key events.

We worked with drinks influencers to create reels which we reposted on our owned pages and then supported with paid media to increase the brand awareness.

Using assets from both, monthly content planners were put together, factoring in any national days, events and reactive opportunities.

Results:

+ 580% Reach

+ 60% Engagements

+ 35% New Followers