Pipette | Influencer Relations

The Situation

Pipette, a digitally-native baby skincare brand, had little to no visibility in the brick and mortar space, yet was expanding to 9 CVS locations in New England and 30% of Target stores.

With a relatively modest presence in these major retailers and amidst intense competition within the saturated babycare shelf space, Pipette enlisted CBC to craft a strategic initiative aimed at driving foot traffic and solidifying the brand’s distinctive value propositions.

The Solution

CBC executed a highly effective influencer program, strategically elevating local awareness and establishing Pipette as an indispensable addition to shopping lists for Target or CVS visits.

Through meticulous influencer mapping, we ensured that the selected influencers had localized audiences within the vicinity of the retailers that aligned with Pipette’s target demographic—millennial moms actively seeking budget-friendly, non-toxic baby care products

CBC recruited 14 micro-influencers to promote Pipette at these retailers, effectively driving digital consumers to both physical stores and Pipettebaby.com’s store locator page.

CBC’s PROGRAM MANAGEMENT DETAILS 

  • Mapping, sourcing, onboarding influencer partners

  • Negotiating rates and rights use

  • Directing content with brand guidelines 

  • Creating external messaging materials

  • Reviewing and editing final content

  • Tracking and reporting on all content metrics

The Results

Reach

276,420

14 micro influencers enlisted with an average follower count of 40,000

Impressions

677,916

2,000+ link clicks to pipettebaby.com store locator page

Engagement

37,210 clicks, comments, saves & shares

AVG ENGAGEMENT RATE 2.98 (industry standard: 1-2%)

 

Influencer contracts varied based on best performing content type and rights use negotiated