Tilda Kids
The Tilda Kids partnership effectively captures the attention of parents seeking fresh ideas for weaning and mealtimes, leveraging Mumsnet as a trusted platform for advice and inspiration
“Our campaign with Mumsnet connected with our target audience by engaging parents who were actively seeking weaning and mealtime inspiration for their babies. This approach positioned Tilda Kids as a trusted solution, delivering impactful and meaningful results.” - Tilda Kids (2024)
Brief in brief
Reach parents seeking guidance on weaning by providing essential information, while positioning Tilda Kids as a nutritious and convenient choice for their children during this pivotal stage.
Opportunity
Many mums feel overwhelmed by weaning and want to make the best choices for their babies; turning to Mumsnet for advice. Our insights revealed that 64% of mums consider the format (e.g. pouches) an important factor when choosing weaning food.*
*Source: Pregnancy & baby survey April 2024 (n=526)
Partnership overview
We positioned Tilda Kids as a trusted choice that meets both parents' standards and kids' tastes. By engaging parents in peer and expert discussions, we provided valuable support and expert advice on a common concern: "What should I feed my child?" User testimonials were incorporated into display ads to strengthen trust and raise awareness, encouraging parents to try Tilda Kids at home.
Results
Ask the expert: Do you have any questions about weaning?
Ask the community: ‘Share your tips and tricks for weaning your little ones’
3.1k pageviews (+55% on KPI), 58 engagements, 1 min 19 secs dwell time (+8% on KPI)
Ask the Expert: ‘Do you have any questions about weaning? Ask a leading UK Paediatric Dietician your questions’
5.6k pageviews (+40% on KPI), 50 engagements, 1 min 5 secs dwell time
Precision targeted display: Targeted specific audiences based on their interests and behaviour, increasing awareness with positive Mumsnet user testimonials of Tilda Kids showcased in display ads
2.8 million impressions, 0.03% CTR, 796 clicks
Talkboard sponsorship: 100% SOV on the Food & recipes talkboard ensured Tilda kids were reaching users actively researching baby food and weaning, which drove high impressions and CTR
1.5 million impressions (+5% on KPI), 0.07% CTR, 1,008 clicks
