BIBS: Building bonds, bottle by bottle — how a thoughtful gifting campaign turned everyday moments into brand love

About BIBS

Founded in Denmark in 1978, BIBS is a design-led baby brand known for premium pacifiers, bottles, and feeding accessories that combine safety, functionality, and Scandinavian aesthetics. With global reach in over 100 countries and 12,000+ retailers, BIBS is committed to helping parents navigate early parenthood with confidence — one soothing product at a time.

The Challenge: Build awareness in a fast-moving market, one new parent at a time

BIBS doesn’t have the luxury of a long customer lifecycle. As Renee Kitchen, Head of Global Social Media & Influence at BIBS, explains: “Our customer lifespan is so short. It only lasts two years. So we’re constantly recruiting, constantly trying to find new parents and bring them into the brand.”

This dynamic means that BIBS has to keep its creator pool fresh, its messaging relevant, and its campaigns laser-focused on specific parenting moments — from pregnancy through to weaning and beyond. It also means working across a wide range of markets, from well-established ones like the US and UK, to newer territories like Germany and Poland.

With a new bottle campaign in the pipeline for Spring/Summer 2025, the team needed a scalable strategy that could deliver high volumes of quality content — without sacrificing authenticity.

The Strategy: Feeding Made familiar — turning a product truth into a parenting story

At the heart of the Feeding Made Familiar seeding campaign was a simple insight: transitioning from breast to bottle can be stressful, but it doesn’t have to be. Because BIBS’ Baby Bottle Collection and their iconic Colour Pacifiers share the same round nipple shape and feel, they help create a smoother, more familiar experience for babies as the shape mimics the natural feel of a mother’s breast — and a little more peace of mind for parents.

The team launched a two-tier gifting campaign across their core markets:

• A select group of premium creators received a curated PR box with the full Baby Bottle Collection and storytelling materials
  
  
• A broader group of creators received a standard kit designed to generate high volumes of organic content
  

Rather than rely too much on paid collaborations, BIBS built their strategy around trust, word of mouth, relevance, and product quality — and let the content speak for itself.

A constantly evolving creator strategy

Because the brand’s target audience is continuously changing, the influencer marketing team works on a rolling basis to discover new creators who match current product needs. This means not just filtering by location and baby age, but even by feeding stage — like transitioning to solids — or preference for certain pacifier nipple shapes.

The team also leverages inbound interest from creators who are eager to work with BIBS. “We get so many people reaching out to us now,” says Renee. “It shows that the brand is resonating — and gives us even more opportunities to grow our creator relationships organically.”

While most gifting recipients aren’t paid, BIBS also runs a small number of professional collaborations with midwives, speech therapists, and pediatric experts. These voices help add credibility to the brand’s narrative and are identified using Kolsquare’s keyword and occupation filters.

How Kolsquare helped: Precision at scale — from search to reporting

Behind the scenes, BIBS’ influencer team in Copenhagen was managing creator outreach, market-specific seeding, and campaign tracking across seven countries. That’s where Kolsquare made a real difference.

“We use Kolsquare a lot in the research phase,” Renee notes. “Because the campaigns are so targeted — based on baby age, location, aesthetic, even whether a baby prefers an anatomical, symmetrical or round pacifier nipple shape — we need tools that let us be that specific.”

The ability to search by bio keywords, content and filter by exact city made it possible to match creators not just by demographic, but by life stage and product fit. 

“Our local marketing teams might be working with a specific retailer in Hamburg, for example. With Kolsquare, we can go down to that level of detail — and actually find creators in Hamburg. That’s huge for us.”

And when it came time to track performance, Kolsquare’s reporting tools helped the team move from manual spreadsheets to structured, actionable insights. 

“We were very manual before. Now it’s way less manual. It takes less time. And the biggest thing for us is being able to track performance by market. The whole business reports that way — not just by campaign, but by country — and Kolsquare gives us that visibility,” comments Renee.

The Results: Organic love, shared stories, and content that keeps giving

With 445 total send-outs across the campaign, BIBS generated strong visibility and — more importantly — an enthusiastic wave of authentic, unsolicited content. The team tracks content return as a key success metric, and in this case, they saw an especially high share of creators posting, even without being asked.

“We’ve developed a level of trust with our community,” says Renee. “People are constantly sharing content with us, even when we don’t ask. And that’s what makes it work. You can’t force authenticity — but you can create the conditions for it.”

The result? A global content stream that fuels both brand awareness and day-to-day UGC for BIBS’ social media channels — all with less paid collaborations.

Want to create high-impact, high-efficiency campaigns — even across multiple markets? Let’s talk. Book a demo with a Kolsquare influence expert.