January wellness marketing typically follows one formula:
New Year. New You.
For parents, that message feels unrealistic and out of touch with real life.
Hiya’s objective was to break that pattern by:
Standing out during the most competitive health moment of the year
Driving awareness and conversions for Hiya multivitamins
Expanding reach beyond traditional parenting audiences
Strengthening emotional connection with modern parents
Proving a kids’ wellness brand can be credible and genuinely entertaining
Our guiding belief:
Parenting wellness isn’t about perfection. It’s about small, consistent wins in the middle of chaos.
Rather than launch another aspirational “New Year, New You” campaign, we built something intentionally different—rooted in humor and truth.
The creative platform:
Kids don’t do resolutions.
They simply wake up in January and decide to become entirely new people.
And every parent has the same reaction:
“Who are you… and where is my child?”
That universal moment became the strategic foundation of the campaign.
Strategy
To authentically capture this idea, we avoided the traditional influencer playbook.
Instead of lifestyle creators delivering polished brand scripts, we partnered with:
15 parent comedians and comedic creators including Walker Ward of @WalkSauce42_, @FitDadCEO, Trey Kennedy, TJ Therrien, Meredith Masony, Tayor Wolfe, Jane Williamson of @jane, @offialchrismann, @standupdylan, and more.
The goal was to create content that felt like entertainment first and advertising second—allowing Hiya to reach new audiences in a way that didn’t feel like typical wellness marketing.
Our brief to creators was intentionally simple:
Riff on the concept of a sudden January “kid personality swap”
Highlight the humor and absurdity of parenting
Integrate Hiya naturally as the easy, reliable constant
Keep the tone relatable and authentic
No rigid talking points.
No overly branded scripts.
One shared comedic concept interpreted through uniquely different comedian creators.
Execution
The campaign launched as a coordinated comedian-led video series across over Instagram (and repurpsosed on youtube) through the month of January.
Each creator produced original videos featuring parents reacting to their kids’ unexpected January transformations—playfully roasting both themselves and the unrealistic expectations of New Year wellness culture.
This approach allowed the campaign to function as:
Highly engaging social entertainment
Subtle, native-feeling ads
An efficient way to reach new, nontraditional parenting audiences
The campaign didn’t just perform well—it became Hiya’s highest-engaging campaign since the brand launched six years ago.
By replacing traditional January wellness pressure with comedy and creator-led storytelling, we generated record-breaking impact at scale:
63 million total views across the campaign
204,169 total engagements
+1,332% lift in engagement month-over-month
57,000 shares (+1,998% MoM)
Hiya January 2026 New Year Camp…
The comedian strategy proved especially powerful:
Content from our 15 creators delivered 6.38M influencer views and 158,804 engagements
Humor-based creators dramatically outperformed traditional parenting formats
Hiya January 2026 New Year Camp…
One video alone from creator @walksauce42 became a viral breakout - driving over 4 million views and serving as the campaign’s single highest-performing asset.
Most importantly, the results translated into real business and brand impact:
Expanded reach beyond core parenting audiences
Strong paid social efficiency using comedy-first creative
Meaningful January subscriber growth
A step-change in brand affinity and shareability
The takeaway was clear:
A subtle, entertainment-first approach didn’t just make parents laugh, it made them engage, share, and convert, turning a predictable New Year moment into Hiya’s most successful campaign to date.
