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)
Kid influencers—those adorable young stars on TikTok and Instagram—are a growing force in influencer marketing. Collaborating with child influencers (with proper parental oversight) can capture the attention of both kids and parents alike. These influencers specialize in toy unboxing, fashion, or educational content, making them perfect for showcasing fun and interactive products.
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)
User-Generated Content (UGC) is a powerful yet often underutilized strategy in influencer marketing, especially for baby and kids’ product brands. The beauty of UGC lies in its authenticity—parents naturally love sharing their experiences with products that benefit their children, and when your product is involved, it builds trust and credibility. In today’s social media-driven world, real-life moments and genuine testimonials resonate more than polished advertisements. Encouraging parents to share their own stories, photos, and videos of their children using your product allows your brand to create a sense of community while enhancing social proof.
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
TikTok challenges have evolved into a viral marketing tool that can generate massive engagement and build communities. By launching a branded challenge, you can encourage parents to creatively showcase your products in a fun, relatable way, increasing visibility and engagement with your brand.
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.
Frequently Asked Questions
What are the best ways to work with mommy bloggers or influencers to promote baby products?
Working with mommy bloggers or influencers is an effective way to reach parents and families, especially for baby products. Here’s how you can make it work:
- Authenticity: Choose influencers who genuinely align with your brand’s values and lifestyle. Parents appreciate authenticity, and it helps build trust.
- Provide value: Offer products that solve specific parenting problems or enhance the daily life of parents. Influencers love reviewing products they can see real value in.
- Content variety: Encourage influencers to create a variety of content like reviews, unboxings, tutorials, or “a day in the life” stories featuring your products. This increases the likelihood of reaching different kinds of parent audiences.
- Exclusive offers: Give influencers a special discount code or an exclusive offer for their followers. It creates excitement and incentivizes sales.
How can I find micro-influencers for my kids’ clothing brand?
Micro-influencers are a great fit for brands looking for niche audiences at a more affordable price point. Here’s how you can find them:
- Use influencer platforms: Platforms like Upfluence, AspireIQ, and Influence.co let you filter influencers based on niche, engagement rate, and audience demographics.
- Search hashtags: Look for popular parenting or kids’ fashion hashtags on Instagram, like #KidsFashion or #MommyStyle, to find influencers who fit your brand’s voice.
- Engagement over follower count: Look for influencers with higher engagement rates over sheer follower numbers. It’s better to work with someone who has a smaller but loyal and engaged audience.
What type of content works best for promoting baby products through influencers?
Different content formats resonate with different audiences, and certain types can be particularly effective for baby products. Here’s a breakdown:
| Content Type | Best For | Why It Works |
|---|---|---|
| Unboxing videos | Generating excitement and first impressions | It captures the genuine surprise and excitement of discovering a new product. |
| Tutorials/How-to Guides | Showing the product’s functionality or educational value | Parents are always looking for helpful tips and practical product uses. |
| Product Reviews | Building trust and credibility | Honest, detailed reviews show authenticity, and parents love hearing about real experiences. |
| Lifestyle/Parenting Vlogs | Depicting products in everyday scenarios | Demonstrating how the product fits into real life builds relatability and trust. |
Should I work with influencers who have children or those who simply focus on parenting?
This decision ultimately depends on your specific goals. Here’s what to consider:
- Influencers with children often have first-hand experience with the challenges and joys of parenting, making their reviews feel more personal and authentic.
- Parenting-focused influencers might have a broader range of content and can connect with a wider audience of parents, even those without young children. They also tend to focus on products that serve a wider parenting spectrum.
What’s the difference between working with mommy influencers vs. celebrity influencers?
When considering which type of influencer to work with, here’s what sets mommy influencers apart from celebrity influencers:
| Factor | Mommy Influencers | Celebrity Influencers |
|---|---|---|
| Audience connection | Stronger, more personal bond with followers | More general, less personal interaction |
| Cost | More affordable, especially for smaller brands | Very expensive due to massive reach |
| Engagement rates | Higher engagement due to niche and loyal following | Lower engagement despite larger following |
| Content authenticity | More authentic, relatable parenting experiences | Often more scripted and curated |
How do I ensure that an influencer’s audience aligns with my target market for baby products?
You can ensure alignment by:
- Analyzing demographics: Use tools like Google Analytics or influencer platform analytics to verify the audience’s age, gender, location, and interests.
- Reviewing engagement: Look at the types of comments and interactions on the influencer’s posts to gauge if their followers resonate with your target market (e.g., parents with babies or toddlers).
- Collaboration fit: Ensure that the influencer has worked with other baby brands or parenting-related products, showing a clear understanding of your niche.
What are the best platforms for influencer marketing campaigns for baby and kids’ products?
The right platform depends on the type of content you want to create. Here’s a quick guide:
| Platform | Best For | Why It’s Great |
|---|---|---|
| Photo-based content, stories, and reels | It’s visual and great for parenting lifestyle content. | |
| TikTok | Short-form videos, fun, engaging content | It’s perfect for viral content and fun challenges. |
| YouTube | Long-form videos, tutorials, and reviews | Ideal for detailed product reviews or demonstrations. |
| Inspiration boards, mood boards | Parents turn to Pinterest for product inspiration and ideas. |
How can I use TikTok influencers to market kids’ toys or educational products?
TikTok is a great platform for showcasing kids’ toys and educational products in fun and interactive ways. Here are a few tips:
- Leverage trends: Use popular TikTok challenges, dances, or sounds to create content that integrates your products. This increases your visibility and chances of virality.
- Educational content: Encourage influencers to demonstrate how the toys are educational, fun, and useful for kids, showcasing learning moments in an engaging, visual way.
- Influencer-led giveaways: Run contests where followers can win your products, encouraging audience interaction and brand awareness.
How do I get my product featured in a parent-focused podcast or YouTube series?
To get featured, start by:
- Researching relevant podcasts or channels: Look for influencers in your niche who focus on parenting, family, or kids’ products.
- Reach out with a personalized pitch: Highlight how your product aligns with their content and audience. Offer to send them a free sample for review.
- Offer value: Consider offering an exclusive discount code for their audience or sponsorship opportunities in exchange for a feature.
What are the benefits of collaborating with parent influencers on a long-term basis?
Long-term collaborations allow you to build deeper relationships and trust with the influencer’s audience. Benefits include:
- Increased credibility: Over time, followers will come to trust the influencer’s consistent endorsement of your products.
- Brand loyalty: Frequent exposure to your product creates stronger brand recall and helps drive long-term customer loyalty.
- Stronger content integration: Over time, the influencer can develop richer, more authentic content that seamlessly integrates your product into their life.
What’s the best way to approach influencers for collaborations on baby care items?
To approach influencers for baby care collaborations, follow these steps:
- Be clear and professional in your pitch—introduce your product and explain why it would resonate with their audience.
- Offer a unique value proposition—what sets your product apart from others in the market?
- Be respectful of their time—suggest a flexible partnership that accommodates their schedule and content style.
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.
