Boden
By building a community of ‘Boden Insiders’, Mumsnet transformed authentic advocacy into stronger recall, sentiment and purchase intent
“Working with Mumsnet helped us bring Boden to life through real women and families. The standout for us was the uplift in sentiment driven by Insiders - proof that trusted recommendations can move consideration, not just awareness.” - Boden (2026)
Boden partnered with Mumsnet to build an authentic, community-led campaign rooted in trusted recommendation. By turning real brand fans into “Boden Insiders”, the partnership put women already passionate about the brand at the centre of the story, with honest reviews shaping editorial, community threads, display, email and social.
The result was a more credible kind of influence that made Boden feel trusted in context, not just visible in feed - driving 40% campaign recall among those exposed to Boden Insider activity, a +25pp uplift in brand sentiment among Insider recallers, and a +17pp uplift in womenswear purchase intent, alongside +13pp for childrenswear. The campaign also delivered at scale, with 25.2m display impressions, 1.4m email sends and 159k social views.
Download the case study below to learn more about this successful partnership.
