How Tommee Tippee used love letters to build brand love

Markets worked in:

Services Provided:

+ Creative Campaign
+ Influencer Alignment
+ Influencer Partnership Management
+ Production
+ Reporting
+ Celebrity Partnership

THE BRIEF

So, the state of play was this: Tommee Tippee had previously created a heart-breaking, inspiring, and painfully honest campaign called ‘The Boob

 

 

Life”, which told the story of what baby feeding is really like. But, they were stumped on how to follow it up. That’s when we stepped in, with ‘Love Letters’.

THE APPROACH

With the foundations set by ‘The Boob Life’ message, Connects created an influencer-led campaign that amplified the conversation. But, we didn’t stop there, we moved the idea on. Enter, ‘Love Letter To My Boobs.’

As our client is best-known for its bottles, this campaign needed to reassure parents that whatever their journey – breast, bottle, expressing or formula – that it’s all feeding. And it’s all good. Tommee Tippee also wanted to highlight its Made For Me range – that’s the stuff that goes with breastfeeding, expressing, pumping.

 

THE FUN STUFF

We landed on a simple but effective concept; highly personal and emotive conversations between influencers and their communities powered, but not scripted, by Tommee Tippee.

Each of the influencers and celebrities (Kimberley WalshKara Tointon and Ashley James) had different stories to tell. Sharing journeys of miscarriage, multiple births, the highs and lows, and even how breast cancer shaped their feeding experience.

The mums wrote (and filmed the process of writing) a love letter to their boobs, incorporating products when it felt authentic.

THE RESULTS

The comments sections spoke volumes.

Along with our influencers, we’ve helped create positive, forward-thinking conversations with Tommee Tippee at the forefront.

1.5M Impressions
£0.03 CPE
14% Engagement Rate
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