In 2024, Pampers teamed up with TikTok creator Grace Wells to promote their “Free & Gentle Wipes” in a campaign that redefined influencer marketing. Known for her quirky ASMR-style “epic commercials,” Grace’s creative flair helped Pampers connect with younger parents in a fun and authentic way. Grace’s TikTok video blended entertainment and product promotion, sparking high engagement and showing that successful influencer marketing is about creating memorable moments, not just selling a product.
@pampers A #behindthescenes look at our latest #asmr Free & Gentle wipes video with @Grace Wells #pamperspartner ♬ original sound – Pampers
The strategy was clear: Pampers aimed to engage Grace’s audience by using her unique style to tell a relatable, entertaining story. Instead of a typical ad, they created content that felt personal, making the wipes unforgettable. The result? A campaign that boosted brand loyalty and resonated with parents long after they watched it.
For baby and kids’ brands, Pampers’ approach is a powerful reminder: influencer marketing isn’t just about products—it’s about crafting genuine, shareable experiences that connect with your audience.
6 Best Influencer Marketing Strategies for Baby & Kids’ Brands
Influencer marketing for Baby & Kids’ Products brands can be a powerful tool, but the key is to make sure your strategy resonates authentically with your target audience. Parents, especially millennial and Gen Z parents, are becoming increasingly selective about the brands they engage with.
To stand out in this crowded market, you need to adopt strategies that blend trust, relatability, and creativity. Below are some of the best influencer marketing strategies, supported by real-world examples, to help your brand connect with parents and build meaningful relationships.
1. Partnering with Parenting Influencers for Authentic Brand Alignment
One of the most effective strategies for Baby & Kids’ Products brands is collaborating with parenting influencers who align with your brand values. These influencers, whether micro (10K–100K followers) or macro (100K–1M followers), are often parents themselves, offering an authentic perspective that resonates with other parents. Their relatability makes their recommendations feel genuine and trustworthy, a must when marketing products to a sensitive and discerning audience.
Take Gerber’s Solid Foods campaign as an example. The brand partnered with parenting influencers to promote its baby food products during the weaning stage. The campaign featured influencers sharing authentic, real-life moments—such as babies trying Gerber products for the first time—and offering honest reviews about transitioning to solids.
The results? Significant engagement and a boost in sales, as parents trusted Gerber’s commitment to nutrition and quality.
When choosing parenting influencers, ensure their values align with your brand. Give them creative freedom to maintain authenticity while ensuring your messaging stays clear and consistent.
2. Launching Unboxing Campaigns with Kid Influencers (With Parental Guidance)
For instance, ZURU Toys partnered with young TikTok influencers like Moosh&Family to promote their collectible toys. Moosh’s playful unboxing videos and imaginative skits showcased the toys in a lighthearted, entertaining way that resonated with Gen Alpha, driving significant engagement and boosting brand visibility. The campaign adhered to child advertising regulations, ensuring a safe, compliant, and fun experience for both brands and young influencers.
@mushmoosh_ Unboxing times are Moosh’s fav 🥰🥰😍😍🤭🤭. Lets unbox together besties 🫶🏾 toys from @ZURU Toys #SAMA28 #mushmooshsquad #fyp #gifted #toys #unboxingtoys #unboxings ♬ DO 4 LOVE – Snoh Aalegra
Always ensure parental consent and comply with child advertising regulations when working with kid influencers. Balance entertainment with a subtle promotional message to avoid overt sales tactics.
3. Highlighting Product Benefits through User-Generated Content (UGC)
A key element of UGC campaigns is the ability to engage your audience in a way that makes them feel like they’re part of the brand’s journey. By incentivizing participation with rewards such as discounts, special offers, or the chance to be featured on your brand’s social media, you can encourage parents to post content related to your product. This strategy fosters deeper connections with your audience, making them feel valued and appreciated.
One standout example of this approach is Little Sleepies and their hashtag campaign #LittleSleepiesLove. Parents were encouraged to share photos of their children wearing the brand’s pajamas. To boost participation, Little Sleepies offered exclusive discounts to those who posted content and selected the best submissions to be featured on the brand’s social media platforms. This not only created a buzz but also positioned the brand as authentic and trusted by real parents.
Incentivize UGC submissions with discounts or giveaways to encourage participation. Curate and share the best content on your brand’s channels to boost trust and engagement.
4. Collaborating with Celebrities or High-Profile Parent Influencers
Celebrity collaborations can create a huge impact, but their success hinges on authenticity. The key is partnering with celebrity parents whose values and lifestyle naturally align with your brand. When these celebrities share personal stories or moments with their children, it helps foster emotional connections with their audience—particularly when it comes to products for babies and kids, where trust and relatability are essential.
Take Sofia Richie Grainge, for example. In 2024, she teamed up with Amazon Essentials to launch a baby and kids’ clothing line. Through her social media, Sofia shared adorable photos of her daughter Eloise wearing pieces from the collection. The posts felt natural, relatable, and unforced, making the collection feel more like a family’s go-to brand rather than a high-end, unattainable line.
This authenticity not only drove sales but also positioned Amazon Essentials as a brand that truly understands the practical needs of modern families, blending style and functionality.
Ensure the partnership feels natural. Work with celebrities who genuinely use and believe in your products to maintain authenticity and build trust.
5. Running Sponsored TikTok Challenges Focused on Parenting and Kids’ Products
Take Pampers’ #360StretchChallenge as an example. In 2024, Pampers promoted their 360 Fit diapers, which are designed for better comfort and flexibility, allowing babies to move freely. The challenge encouraged parents and caregivers to post videos of their babies being active and comfortable in their Pampers diapers, using the hashtag #360StretchChallenge. Thousands of TikTok users jumped in, sharing playful videos of their little ones moving around freely, showing off the diapers’ 360-degree stretch capabilities.
@twitchtok7 #PampersPartner #360StretchChallenge #Cruisers360 ♬ Pampers Wild Child Wiggle – Sofia J
The campaign was a massive hit. It highlighted the practical benefits of the product but also created a community of parents who shared similar experiences. It resonated especially with Gen Z and millennial parents, who are drawn to authentic and interactive brand campaigns.
Provide clear guidelines for the challenge but leave room for creativity. Offering incentives like product giveaways or features on your brand’s official channels will encourage more participation and help your challenge go viral.
6. Influencer Content for Special Events and Seasonal Promotions
Seasonal campaigns provide an excellent opportunity to use influencer marketing to build excitement around key events like holidays or special occasions. Whether it’s back-to-school time or a major holiday season, partnering with influencers for timely promotions can significantly increase brand visibility and drive sales.
In 2024, Little Sleepies, known for their cozy and stylish baby and toddler pajamas, ran a highly successful holiday campaign with parenting influencer TheJosephOhana on Instagram. The collaboration focused on creating a warm, festive atmosphere, showcasing Little Sleepies’ matching family pajamas as the perfect gift for little ones during the holidays. Joseph and his family shared heartwarming content of their holiday moments, from cozy family photos to bedtime routines, all while wearing the brand’s signature sleepwear.
By working with influencers for special events and seasonal promotions, Little Sleepies tapped into a trusted, engaged audience of parents who value authenticity in product recommendations.
Plan your seasonal campaigns well in advance and offer exclusive deals or limited-edition products to make the promotion feel more special and time-sensitive.
Creating Lasting Connections for Baby & Kids’ Brands
Influencer marketing for baby and kids’ products isn’t just about promoting products—it’s about creating authentic, memorable moments that resonate with parents. From partnering with relatable parenting influencers to using user-generated content, successful campaigns prioritize genuine connection and creativity.
Pampers’ partnership with Grace Wells, for example, demonstrated how blending entertainment with product promotion can spark high engagement and brand loyalty. As the market becomes more competitive, brands need to focus on building trust and offering value through educational, relatable content that not only promotes their products but strengthens the emotional bond with their audience.
About the Author
Writer
Nadica Naceva, Head of Content at Influencer Marketing Hub, is a seasoned writer and reviewer with in-depth expertise in digital and content marketing. Leveraging her extensive experience in guiding content creation and strategic direction, Nadica brings a critical eye and analytical approach to reviewing articles and educational pieces. Her commitment to accuracy, integrity, and innovation with each review helps IMH grow as a leading source in influencer marketing. Her insights are backed by first-party data, ensuring content meets the highest standards of relevance.
