Tommee Tippee — The Social Feed
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Video Production
Influencer Relations
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Stacey Dooley
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Tommee Tippee — The Social Feed
Standing up for all feeding choices and supporting parental mental health
The Social Feed aims to aid parental mental health by igniting a movement challenging feeding journey stigma. By creating a forum and revealing how a diverse range of parents really feel and feed, we showcased and celebrated different parent feeding journeys equally, without prejudice, pressure or parameters.
As one of the only cross-category brand serving both bottle and breast feeding products, Tommee Tippee could authentically connect the feeding experience to the broader reality of individual parenting styles. This resulted in an initiative that made a significant impact culturally and commercially for Tommee Tippee.
The Challenge
Boost awareness of Tommee Tippee as a cross-category feeding brand, whilst cementing its position as a champion for parental mental health.
We filled social feeds across the globe with impactful content featuring diverse feeding journeys equally without prejudice, pressure or parameters.
The aim was to launch a global campaign for Tommee Tippee bottles that increases revenue and share of voice for the brand. Manifest took the product brief and devised a participatory lifestyle campaign that celebrated how there’s no one-size-fits-all when it comes to feeding babies.
We worked with 18 influencers across the UK, USA and Australia, including presenter and documentary maker Stacey Dooley to capture and share authentic feeding stories and experience. We also pitched our influencers for interview, with Stacey speaking to multiple digital and broadcast media about her approach to feeding.
The campaign exceeded expectations across commercial, communications and cultural results. With KPIs surpassed, we experienced a flood of support from consumers. As a result of the campaign, Tommee Tippee saw a 31% increase in SOV across social channels and search interest for the brand increased for the first time in 12 months. Bottle sales in the UK increased by approx.
30% as we garnered hundreds of comments of parents in key markets of the UK, US and AUS feeling empowered to join the conversation. This was amplified by 40 pieces of coverage in key titles, resulting in nearly half a billion earned impressions with bottle key messages.
While oftentimes, brands feel they have to compromise between commercial success and making a positive impact, The Social Feed exemplifies that companies can have it both ways. The Social Feed demonstrates how when rooted in a very real consumer challenge, a campaign can be designed to facilitate meaningful connection that drives advocacy, significance, sales and impactful change for the better.
As an agency whose mission is to build brands that change the world, Manifest was perfectly poised to partner with Tommee Tippee to take on this challenge and connect the dots between commercial imperative, cultural tension and consumer interest.