Bobbie's Campaign Spotlights Moms as "the OG Influencers"
Laura McQuarrie — May 6, 2025 — Marketing
References: adweek
While most brands strive to get celebrities and well-known content creators to promote their products, formula brand Bobbie broke the mold with a campaign that casts unknown moms as "the OG Influencers." Even for the average model, landing a spot on a Times Square billboard is a distant dream but Bobbie tapped its customer community to find the face of its ads shown in the NYC hotspot.
After getting the women ready for their closeup, with hair, makeup, styling and a professional photo shoot, Bobbie later unveiled the big surprise with a trip to New York and a meet-and-greet with brand founder Laura Modi.
Creating a relatable and authentic connection with moms, the campaign—which debuts for Mother's Day and will run throughout the year—showcases a dozen customers and makes both featured and onlooking mothers feel seen and appreciated.
Image Credit: Chaunté Vaughn, Bobbie
After getting the women ready for their closeup, with hair, makeup, styling and a professional photo shoot, Bobbie later unveiled the big surprise with a trip to New York and a meet-and-greet with brand founder Laura Modi.
Creating a relatable and authentic connection with moms, the campaign—which debuts for Mother's Day and will run throughout the year—showcases a dozen customers and makes both featured and onlooking mothers feel seen and appreciated.
Image Credit: Chaunté Vaughn, Bobbie
Trend Themes
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Customer-centric Advertising — Elevating everyday customers as brand ambassadors fosters genuine connections and authentic representation in marketing.
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Influencer-next-door Strategy — Featuring real-life customers as influencers, rather than mainstream celebrities, transforms how brands connect with their target audience.
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Community-involved Campaigns — Involving community members in ad campaigns enhances brand loyalty by highlighting relatability and personal stories.
Industry Implications
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Consumer Packaged Goods — The integration of customer-focused campaigns offers companies a new avenue to connect with consumers on a personal level.
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Marketing and Advertising — Incorporating real consumer stories into advertising redefines engagement and authenticity in promotional strategies.
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Photography and Styling Services — Providing professional makeover and photo-shoot experiences to everyday individuals opens new markets for personal branding services.
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