I produced a Instagram partnership with mom cartoonist Mary Catherine Starr of @momlife_comics. The brand team at Bobbie had been wanting to partner with an illustrator to creating a cartoon series that depicted the throes of infant feeding. With over 333K followers, Mary’s comics capture the experiences and challenges of modern parenthood. We also learned that while she addressed breastfeeding on her feed often, she NEVER talked about formula feeding—we would be her first baby formula partnership 💡 It was perfect.

The intention to take up this digital space was not to sell baby formula, but to bring visibility to a conversation that her followers may have not had openly. So we created a 9 slide carousel on “the many reasons parents choose formula feeding” and asked people to share their feed journeys in the comments. 800+ comments & 20K likes later we hit the “it’s provocative—it keeps the people going” level. Parents seeing their real life experiences reflected in the comic + our fair share of trolls and formula naysayers.

My roles:

• acquired & managed creator relationship

• collaborated on content ideation & edits