Kin is are productive health platform for the modern Australian woman, giving them access to prescriptions and medical advice, online. Kin Fertility launched Australia’s first subscription service to the contraceptive pill. Kin Fertility is all about empowerment and putting the consumer, especially women, in control. Kin Fertility’s influencer campaign was designed to drive awareness of this Australian first offering - that consumers can now get their contraceptive pill online, delivered straight to their door.
This campaign had influencers showcase either the Kin product or their experience of the Kin service (visually including their branding). The copy needed to include a call to action to their audience to try/check out Kin Services for themselves. Creativity was encouraged, and stories were used to showcase the ease of the online appointment process and delivery.
- Increase brand and product awareness.
- Ensure the influencer’s followers are across the fact that Kin allows them to:
> See a qualified Australian doctor;
> And that it’s very easy to use (no doctors appointments and delivered straight to your door); and
> It gives Australian women the option between 30+ contraceptive brands.
- Create high quality UGC (User Generated Content) that could be shared on the brand’s social pages.
- Channel: Instagram
- Influencers: 12 Australian Influencers booked across lifestyle and health categories. Special focus was given to book only the influencers with a high female audience and ones who had an “empowering” messaging across their platforms.
- Micro vs Macro: 10 micro influencers were booked and 2 macro influencers were booked.
- Content: 1 x in-feed post (or 1 x IGTV under 1 min) and 3x instagram story frames per influencer with a swipe up link to the product page.
- All marketing regulatory restrictions in regards to a telehealth company selling prescription medication was adhered to.
- Captions all featured #kinfertility #contraceptive #onourterms #womenforwomen #womenshealth #fertility #womenhealth #birthcontrol and @kin.fertility.
- The captions were all highly personal and tried to break down the stigmas surrounding women’s reproductive health (whether it be sexual, fertility or maternity health). Such a positive initiative from the influencers resulted in a great engagement from their audiences, with women sharing their own stories in the comments.
- Kin Fertility used their official instagram account (12.6k followers) to organically reshare and repost some of the content.
- Total Impressions: 73,266
- Total Likes: 16,204
- Total Engagement: 16,772
- Total Instagram followers targeted: 989,600
- The #KinFertility campaign featured a diverse range of influencers with a range of personal stories that evoked powerful emotions. This campaign allowed for them to prioritise discussing their reproductive and sexual health and gave valuable information to the Australian public on a telehealth offering.
- This undeniably authentic nature of this campaign resonated with Millennials and Gen Z consumers, with a high percentage of the engagement coming from these key groups.
- This campaign ensured brand awareness was raised and the key messaging of Kin Fertility being easy to use, a service where you can see a qualified Australian doctor and has 30+ ranges of contraceptive brands were communicated effectively to the target audience.
- This campaign also produced a variety of user generated content (UGC). Some chose to highlight the products in a flat lay, some held the products next to them in situ, some chose to execute lifestyle images but all included the branding in some form and created uniquely genuine content for the brand to re-purpose.
Some of the content created:
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