Campaign Objective:

The Bing campaign aimed to encourage parents and gift-givers to purchase Bing products from key retailers for their little ones during the Christmas season of 2023. Running over five days, the campaign sought to amplify the emotional connection between the Bing brand and children from diverse backgrounds while highlighting gift ideas to fit every budget.

Creator Selection:

From an initial list of over 100 influencers, 14 were chosen to participate in the campaign. The creators were UK-based moms of preschool children with 10-20K followers, and their audiences largely comprised female parents of young children. Geographic representation across the UK was also a critical consideration in selecting these creators.

Campaign Results:

• Impressions: 92,723
• Engagement: 10,143
• Engagement Rate: 11% (far surpassing the industry standard of 1%-5%)

The reaction to the campaign was overwhelmingly positive. Followers were impressed by Bing’s generosity, and the content generated engaging discussions about the brand and show.

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