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Marketing to Mums - A much loved baby bottle brand

Lifestyle Products / Paid Media Strategy / Social Media Marketing

Objective

Pigeon Australia approached Brandalism due to our experience marketing to mums – specifically in the baby product marketing space. We were tasked with the challenge of growing interest and increasing sales across Pigeon’s baby feeding, cleaning and accessory products. Pigeon sits an extremely competitive space and our mission was to create cut-through and carve out a content and social strategy that would set them apart from the competition and make them the go-to baby brand for mums for bottle and teats.

What we did

When marketing to mums it’s important to focus on creating an environment that feels trusted and acts as a central source of truth. Our content strategy did this by focusing on feeding information and we worked hard to create a strong community management strategy that created a place parents felt comfortable enough to ask questions and be acknowledged. We are constantly talking with mums about their experiences and supporting them in their journey. The most complicated aspect of Pigeon is the range of bottles and teats options based on materials and stage so we created a content strategy that aimed to educated on all of these aspects along with giving Pigeon’s social feeds an updated high-quality look and feel.

x4
ROAS
250,000
monthly reach of mothers
50,900%
ROI Influencer campaign
362%
YOY increase in social engagement.
Pigeon – Marketing to Mums
Pigeon – Marketing to Mums

“For the past 18 months we have worked with the team at Brandalism. From day one, they have embraced the Pigeon brand, suggested creative campaigns to reach our target audience, listened to our needs and worked with us to achieve our objectives. They are easy to work with, but always professional. Their work is of the highest standard. Would recommend without hesitation”.

Karyn Lloyd Marketing Manager, Pigeon Baby

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