In order to amplify this campaign on Instagram, parents and caregivers shared a ‘Super Dad’ moment, focusing on one of more of the three pillars - eat, play and love - and using the hashtag #EarlyMomentsMatter. Content showcased scenarios and captions that ranged from inspiring and tender, to funny and nostalgic. These portraits also challenged stereotypes around the role of a Father in society.

The caption for every image emphasised the necessity of eat, play and love, together for the early and healthy brain development of children, as well as linking back to an online gallery on the charity’s website, encouraging parents and caregivers to contribute.

Our carefully selected pool of global creators with influencer shared their creations with the target audience in key market locations for the client.

During a period of 25 days, posts were shared intermittently in the run up to 12th June, with the largest media push seeing the strongest activity take place on Father’s Day itself.

Content from the 40 influencers prompted and inspired approximately 7,000 pieces of UGC, showing strong engagement with the subject matter.

This influencer activation alone reached over 3.5 million people, and inspired 142,000 engagements, therefore accumulating in an engagement rate of 4.23% - much higher than the industry average of 1.6 - 3.5%.

Because we were able to keep costs to a minimum and return half of the budget, cost per engagement was also extremely low at just $0.15, which is 80% less than industry benchmark of $0.35.

The influencer marketing activity contributed to the success of the overall #EarlyMomentsMatter campaign, which saw the hashtag trending on Twitter during Father’s Day, and articles prompted in several global titles, including Buzzfeed, The Times of India and AllAfrica.