Bobbie is more than an infant formula company — we are a community-driven brand on a mission to empower parents. Since 2021, we’ve focused on changing the narrative around infant feeding and creating a space where every parent feels seen, heard, and supported in their feeding journey. As the most followed infant formula company on Instagram, we take the responsibility of supporting parents through their baby’s first year very seriously. Our Instagram is the heartbeat of this mission, serving as a hub of connection, advocacy and education.
Our objectives:
Our main KPIs are new followers, engagement rate, impressions, and sentiment.
To achieve these goals, we executed a multi-faceted Instagram strategy utilizing authentic storytelling, educational content, and interactive community management. As a team of majority parents — many of us being mothers to babies and young children — we are in the trenches navigating parenthood alongside our community. So, we create the content that we want to see, and are always listening to our customers and taking their personal experiences into account.
Our content strategy came to life via these content buckets: advocacy, brand, community, education, and product, with a large emphasis on advocacy and community.
We leveraged Instagram to inspire meaningful action and provide critical support for parents. We advocated for paid family leave, fundraised for families struggling to feed their babies because of Hurricane Helene, empowered breastfeeding mothers to request more support from their employer, educated breast pumping mothers about their legal rights to pump in the workplace, and taught breast cancer survivors and previvors how to navigate challenging conversations with their doctors. We even told the stories of often overlooked communities like parents of disabled children and tube-fed children. We do all of this to create a safe, empowering space where no parent feels alone in their journey.
The biggest win? Bobbie’s Instagram has become more than a marketing channel — it’s a lifeline for parents with tangible impact. Using Instagram, we launched the N.O. Support Grants which provided 50 families with $580 (the minimum monthly benefit that would be provided under the FAMILY Act). Brands were so moved by the campaign, they wanted to join the support — we were able to give an additional 150+ grants in partnership with 41 additional brands. We also mobilized our community to get 12,000 signatures on a petition to pass federal paid leave, and also facilitated state paid leave support by gathering 2,300 letters urging state-level paid leave policies to Pennsylvania lawmakers and nearly 300 letters to New Mexico lawmakers.
Total Engagements: 324,973 (+6%)
Total Impressions: 12M
Page Reach: 60.2M
Total followers: 134,395 (+19%)
Average engagement rate (by impressions): 2.74% (+7%)
