Mom-Designed Peace of Mind
Mommy’s Bliss: Building a Four-Year Creator Ecosystem for Real Parent Support
Mommy’s Bliss is a trusted staple for parents navigating infancy, teething, late-night wake windows, cough-and-cold seasons, and everything in between. Since 2021, the brand has partnered with The Shelf to show up for parents with creator-led storytelling that feels supportive, reliable, and rooted in real moments—not staged demos. The goal across all four years remained constant: build confidence for caregivers and make product discovery feel natural, human, and authentically mom-to-mom.
Over time, this partnership evolved from one-off waves into a flighted, multi-vertical, always-on creator ecosystem. In the early years, sentiment and awareness were the focus. By 2023, performance and allowlisting became core to the engine. And in 2024, the program matured into a seasonal, multi-product system using video-first, story-led content and a tiered creator strategy to deliver both depth (storytelling, UGC, education) and scale (paid reach, retail lift). Today, Mommy’s Bliss campaigns operate as a full-funnel engine—meeting parents at every developmental moment with content that feels like reassurance, not advertising.
- Brand: Mommy’s Bliss — trusted OTC and wellness solutions for new and seasoned parents.
- Agency Partner: The Shelf — strategy, casting, creative direction, paid amplification, optimization flywheel.
- Audience: Millennial and Gen Z parents with infants, toddlers, and early childhood needs.
- Scope: 4-year creator ecosystem evolving from sentiment-first storytelling to full-funnel performance.
- Product Verticals: Teething, Postnatal, Gripe Water, Gas Drops, Cough/Cold, Vitamin D, Acetaminophen.
- Results: 5.7M+ impressions (’21–’22), 10M+ across organic + paid (’23), 19.6M in ’24; ER consistently above benchmarks.
Four Years, One Evolving Parenting Ecosystem
A look at how Mommy’s Bliss transformed creator storytelling into a full-funnel engine.
Building trust through sentiment.
Creators introduced Mommy’s Bliss to new parents through emotionally-led, authentic storytelling focused on newborn care and early milestones.
- Strong engagement around real-life newborn routines
- Focus on sentiment, education, and product discovery
- Growing library of UGC for brand channels
Expanding awareness + content depth.
The program broadened to multiple product lines, prioritizing relatable UGC and evergreen storytelling that parents could revisit during high-need moments.
- 5.7M+ impressions across campaigns
- UGC-focused content across more SKUs
- Higher engagement driven by relatable parenting tips
Introducing the performance engine.
Allowlisting and paid amplification transformed creator content into scalable performance assets, with Reels and Story Sets driving the strongest engagement.
- 10M+ impressions across organic + paid
- Paid ER exceeded 0.10% Meta benchmark
- Story Sets drove the majority of link actions
Flighted, seasonal, full-funnel.
A multi-vertical, seasonal strategy aligned creators to key parent moments—from teething spikes to cough & cold—turning content into a reliable support system.
- 19.6M impressions total
- Reels delivered 2.7× impressions vs static
- Consistent gains across all verticals
Post Types
Carousels
Reels
Stories
Allowlisting
Meta
Performance Results & Key Metrics
Across four years, the Mommy’s Bliss program consistently delivered high-performing, emotionally resonant content that reached parents at the moments they needed support most. Early campaigns drove strong engagement and built meaningful sentiment around newborn and infant care products, validating that relatable, real-life parenting stories resonated far more than polished tutorials. As the program matured, performance tightened: Reels emerged as the strongest driver of impressions and engagement, while Story Sets generated link actions at rates well above industry expectations.
By 2023, the introduction of allowlisting transformed the organic momentum into a scalable performance channel. Paid amplification extended reach to new parents across the U.S., delivering efficient CPMs and CTRs that outperformed Meta benchmarks—particularly for value-forward, voiceover-style videos and practical product walk-throughs. In 2024, the flighted, multi-vertical structure created sustained lift across teething, postnatal, and cough/cold moments, with creators producing asset libraries that fed both organic storytelling and paid optimization cycles.
Several insights became clear across the program: micro and nano creators consistently outperformed larger tiers on engagement, Reels delivered more than 2.7× the impressions of static formats, and Story Sets drove the majority of actionable engagement—up to 72% of total link actions in certain flights. Paid campaigns built from creator-led Reels delivered CTRs above the 0.10% benchmark and reached millions of new parents during peak product moments. By the end of 2024, the program functioned as an always-on influence engine: authentic creator narratives driving depth and trust, and allowlisting scaling the moments that mattered most.
📊 Performance Overview
📈 Multi-Year Impressions Growth
- 35M+ total impressions delivered across 2021–2024
- 5.7M+ impressions in early campaigns (2021–2022)
- 10M+ impressions from organic + paid performance in 2023
- 19.6M impressions generated during the 2024 seasonal program
🤳 Engagement Performance
- Nano & Micro creators delivered 4–7%+ average ER across the program
- 2024 in-feed engagement rate hit 5.74% (benchmark: 4.31%)
- 2024 Story ER reached 1.73% (benchmark: 1%)
- H1 2023 Story ER climbed to 3.08% — well above the 0.8–1.2% benchmark
🎥 Content Format Insights
- Reels drove 2.7× more impressions than static formats
- Reels generated 1.3× more engagements than static
- Story Sets captured ~72% of all link actions (swipe-ups + sticker taps)
🔗 Link Clicks + Sticker Taps
- High-intent Story interactions across creators (link clicks + sticker taps)
- 2024 examples: 49 link clicks and 26 sticker taps from a small-scale test
- Top creators historically delivered 50–60+ sticker taps per Story Set
📱 Paid Performance (Allowlisting)
- Paid ER consistently exceeded the 0.10% Meta benchmark
- Top CTRs reached 2.11% in high-performing ad sets
- Lowest CPM: $1.54 • Lowest CPC: $0.46
- Allowlisted Reels reached millions of new parents during peak seasonal moments
Influencer Highlights
Kary Amaro
Kary Amaro emerged as a breakout creator in 2024, delivering some of the highest engagement rates of the entire program. Her standout Reel achieved an 8.84% ER, driven by strong saves, shares, and comments—signals that not only reflect audience resonance but also future algorithmic lift. Kary’s content style—clean visuals, tight framing, and value-forward messaging—translated seamlessly into paid, helping the brand scale her organic success into high-performing allowlisted placements. As the campaign shifted toward a full-funnel, video-first strategy, Kary became a cornerstone of its evolution.
Abby Lane
Abby Lane became one of the most consistent engines of engagement across the entire Mommy’s Bliss program. Her content resonated because she told the truth about parenting—the exhaustion, the tiny wins, the overwhelm—and folded Mommy’s Bliss products into those moments with a natural ease that audiences trusted. Across multiple years, Abby delivered Story Sets with exceptionally high interaction rates, routinely generating 50–60+ sticker taps and replies that reflected genuine parent-to-parent connection. Her content didn’t just perform; it validated the emotional purpose of the campaign by proving that authenticity always outperforms polish in the parenting vertical.
Kelley Lorraine
Kelley Lorraine became one of the strongest video performers in the Mommy’s Bliss ecosystem, delivering Reels that consistently broke through algorithmic noise to reach parents at scale. Her standout content generated 313,417+ video impressions, making her one of the top reach drivers of the entire program. Kelley’s gift was in translating everyday parenting challenges—teething fussiness, nighttime routines, early milestones—into warm, digestible, highly watchable moments that felt both reassuring and refreshingly honest. Her ability to make product education feel seamless positioned her as a key contributor to the program’s shift toward video-first creative.
Campaign Wrap-Up
Final Thoughts
Across four years, Mommy’s Bliss transformed influencer marketing from a sentiment-driven storytelling effort into a full-funnel engine that supported parents at every stage of early childhood. The program consistently outperformed engagement benchmarks, delivered more than 35M impressions, and produced a library of high-performing creator assets that fueled both organic and paid performance. Reels, Story Sets, and allowlisted content became reliable drivers of reach, action, and retail lift during critical seasonal moments. What began as a campaign matured into a scalable ecosystem—one that continues to deliver meaningful impact for the brand and measurable support for parents when they need it most.
🧠 Key Takeaways
- Authenticity drives trust: Relatable parenting stories consistently outperformed polished demos, delivering stronger engagement and sentiment.
- Reels + Stories win: Reels generated 2.7× more impressions, and Story Sets captured ~72% of all link actions across the program.
- Creator tiering matters: Nano and Micro creators delivered 4–7%+ ER, while mid-tier creators extended reach during seasonal spikes.
- Paid amplification multiplies impact: Allowlisted assets outperformed Meta benchmarks and reached millions of new parents with efficient CPMs and CTRs.
- Seasonal alignment = lift: Teething spikes, cough-and-cold waves, and postnatal milestones produced consistently higher engagement and intent signals.
Bold ideas. Cultural relevance. Data-first strategies.
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