Case Study: Leading Baby Brand achieves scalable ambassador-driven IGC and 20% engagement rate with Later Influence

How a popular baby brand turned customers into ambassadors to create influencer-generated content

Leading Baby Brand faced a scaling challenge: their team was managing influencer programs manually and wanted to recruit ambassadors from a 150,000+ customer base and loyalty program to create social content, ratings, and reviews. They partnered with Later Influence and its influencer marketing platform to identify nano- and micro-influencers (Canadian parents and expectant moms) inside and outside their customer base and drive awareness for their app and product launches.

Later Influence activated customer ambassadors at scale, turning 26 influencers into 99 pieces of influencer-generated content that drove 84.1K impressions and 16.9K engagements. The campaign delivered a 20% engagement rate (vs. 10.1% industry average) and a $0.23 cost per engagement (vs. $0.36 industry average), while the brand repurposed the IGC across owned channels and used repeat activations to build long-term ambassadors.