Since 2019, JIN has been supporting BÉABA in its e-influence strategy, running themed campaigns around its products in France, Spain and Germany (countries in which the brand is less well known).
In France, its products and in particular the Babycook are popular with young parents, but because of the brand's premium positioning (and associated prices), it is not always considered an option for babies.
At the same time, the web is saturated with early childhood topics, which makes it difficult to stand out or even be visible on these topics.
How to position BÉABA as an expert in baby food, and generate purchases for its star products and innovations, in an intense competitive context?
Solution
JIN sets up thematic campaigns to highlight the BÉABA product categories that include their star products: food, comfort, holidays...
In 2021, each campaign involved two influencers. Each featured their products, and their content was sponsored in three phases, with the aim that those who were reached would visit the BÉABA website and purchase the products.
Focus live with Simone Zanoni
To support BÉABA's role as a partner in the daily lives of parents and to make the parents community interact even more with BÉABA, JIN organised an Instagram live with French Chef Simone Zanoni on the subject of food diversification.
A French macro-influencer influencer, Jessica Bertola, and two dads were present for the occasion and made the recipes prepared by Simone for the Babycook Neo. Parents were invited to share their questions about diversification in advance, and Simone answered them during the live event.
A lot of content derived from the live event (video capsules, visual verbatims...) was shared and sponsored on social networks.
