Mothercare’s Data-Driven Influencer Marketing That Won the Holiday Scroll

About the Brand and Product

Mothercare is a familiar name for parents in Singapore, especially when it comes to baby essentials, kids’ products, and everyday family needs.

The year-end holiday period is one of the most active shopping windows for this category. Parents are buying gifts, stocking up, and preparing for travel or the new year.

This campaign leaned into that behaviour. The focus was not just to promote products, but to stay top of mind during a high-intent period.

The Campaign Objectives

The Mothercare Year-End Holiday Sale campaign aimed to:

• Drive awareness during the peak holiday shopping period
• Increase visibility across parent-focused audiences
• Encourage interaction through time-sensitive promotional content
• Support in-store and online traffic during the sale period

The Challenges

Standing out during a crowded sale period

Year-end campaigns are everywhere. Almost every brand is running promotions, and audiences are exposed to constant sales messaging. Mothercare needed to stay visible without blending into the noise.

Driving attention in a short-form format

Instagram Stories are fast and easy to skip. The campaign had to capture attention quickly and encourage interaction within a few seconds.

Balancing scale with authenticity

With a mix of nano and micro-influencers matched, consistency was also important. At the same time, content needed to feel personal and relevant to different types of parents.

Our Solution

Scaling awareness through campaign configuration

The campaign was set up to run across a larger pool of nano and micro-influencers with multiple Instagram Story placements per influencer. This allowed Mothercare’s messaging to appear consistently across different audiences during the campaign window.

By structuring the rollout this way, the campaign maintained visibility without relying on a few high-reach accounts.

Matching influencers to real parent audiences

Our automated influencer selection matched with influencers whose content already revolves around parenting, family routines, and everyday shopping moments.

Because they regularly share about their lives with children, the campaign naturally reached audiences who are already in the mindset to engage with Mothercare’s products.

Using performance signals to guide optimisation

With a high volume of Instagram Stories, performance trends became visible quickly. It was clear which influencers and content angles were holding attention and driving interaction.

This allowed the campaign to stay focused on what was working, helping maintain strong engagement throughout the sale period.

The Results

• 17.4K Cumulative Reach across Instagram Stories
• 83.1% Engagement Rate by Reach, significantly above industry norms
• SGD 0.28 Cost Per Reach, reflecting efficient spend during a competitive period

For an awareness-led campaign, this level of engagement shows that the content held their attention and reached their audiences.

How This Campaign Stood Out

The campaign landed because it aligned with how people actually shop during this period.

Parents were already in buying mode. The content met them there, through relatable influencers, in a format that feels quick and easy to engage with.

The mix of influencers helped balance reach and trust, while the volume of Instagram Stories ensured the message was seen more than once without feeling repetitive.

It is a good example of how timing, format, and influencer fit can come together to drive attention without overcomplicating the message.

If you are planning seasonal campaigns, this approach shows how influencer marketing can support awareness at scale while still feeling personal. Book a free demo to learn more.