After 2 years of launching their flagship product, Bobbie was ready to expand their formula family to include a recipe that many people had been asking for—gentle formula. I knew that this was a historic moment for Bobbie. I led the social team, in collaboration with the creative team, through a multi-week and multi-post drip launch that mirrored the announcement of a newborn baby. It included:

• 2 teaser posts (one animated carousel and one video) to not only build excitement about Osaka, but to set the scene of the campaign by amplifying the problem

• 2 launch posts (one carousel and one video) that introduced the campaign, Osaka as the spokesperson, and our grant program that would gift 50 families $580

  • Important context: If passed, $580 is the minimum monthly benefit under the Family and Medical Insurance Leave Act which is why this was set at as the grant program.

• 1 interview cut that gave our audience a chance to see Osaka like she hadn’t been before—talking about her baby & pregnancy

• 1 animated post that highlighted the many negative comments people wrote to and about Osaka regarding her decision to go back to training right after having her baby—solidify our argument that it always comes down to parent choice

• 1 carousel post of out New York Times spread to close out a successful launch week

• and of course, some drumbeat content that reminded our audience of the grant and kept the campaign going for a few weeks