{"id":225089,"date":"2025-05-05T16:29:45","date_gmt":"2025-05-05T16:29:45","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/from-molly-baz-to-the-og-influencers-bobbie-spotlights-everyday-moms\/"},"modified":"2025-05-05T16:29:45","modified_gmt":"2025-05-05T16:29:45","slug":"from-molly-baz-to-the-og-influencers-bobbie-spotlights-everyday-moms","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=225089","title":{"rendered":"From Molly Baz to ‘The OG Influencers’: Bobbie Spotlights Everyday Moms"},"content":{"rendered":"


\n<\/p>\n

\n

Bobbie, the fast-growing formula brand, follows its groundbreaking Times Square billboard of Molly Baz<\/a> breastfeeding her infant with three new ads heralding everyday moms as \u201cthe OG influencers.\u201d<\/p>\n

The startup will use the high-profile media buy in midtown Manhattan to feature as many as a dozen of its customers in the campaign, debuting for Mother\u2019s Day and running through the year.<\/p>\n

While the company has collaborated with a number of celebrities and internet stars\u2014Naomi Osaka<\/a>, Ashley Graham<\/a>, and Baz among them\u2014the new work pulls from Bobbie\u2019s community of loyalists.<\/p>\n

\u201cWe realize the power of this location\u2014it\u2019s the mecca of billboards, and it gets people talking,\u201d Kim Chappell<\/a>, chief brand officer, told ADWEEK. \u201cWe wanted to use it to make these moms feel special and seen as the original influencers, with no blue checks or big followings required.\u201d<\/p>\n

The initial ads do not include images of women breastfeeding their babies\u2014part of the controversy<\/a> over the Baz billboard\u2014but Chappell said the company \u201cwill continue to show authentic feeding journeys, and that includes breastfeeding\u201d during the campaign\u2019s run.<\/p>\n

Bobbie<\/a> searched for customer stories in a few major metro markets, deciding to highlight three women for the 2025 launch: Melissa, who is in her 40s and had a complicated road to pregnancy through IVF; Leila, who combo feeds her newborn with breast milk and formula; and Mojdeh, a 54-year-old mom of a preemie.<\/p>\n

The women got the glam treatment, including hair, makeup, and styling with their little ones, along with a professional photo shoot. They were under the impression that their ads would appear mostly in social content\u2014they were not told about the Times Square billboards.<\/p>\n

Part of the women\u2019s participation in the campaign included a trip to New York for a meet-and-greet with brand founder Laura Modi<\/a>. When they stepped out of cars at the bustling location, they saw the massive outdoor ads for the first time. A video crew captured the reveal and their reactions: No surprise, happy tears ensued.<\/p>\n

\n
\n
\n

\"DoorDash,
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

<\/p>\n

Bobbie\u2019s brand activism<\/strong><\/p>\n

Bobbie\u2019s latest effort drops as the pronatalist movement, backed by the current presidential administration, picks up steam. With its typical cheeky sense of humor, Bobbie has used its social channels to call for a \u201cNational Medal of Fatherhood,\u201d to recognize dads\u2019 roles in parenting and to counter the proposed \u201cNational Medal of Motherhood.\u201d<\/p>\n

The company also continues its activism<\/a> against that same backdrop, calling the Trump administration\u2019s potential $5,000 payout to moms \u201cinsulting.\u201d<\/p>\n

\u201cWhat needs to change if they want to make America a better place to have babies is passing paid leave, making child care more affordable, creating a society that genuinely supports motherhood,\u201d Chappell said. \u201cWe will continue to push for those policies.\u201d<\/p>\n

The idea for the new Times Square campaign came from Bobbie\u2019s social media lead, Angela Hanks, who recently gave birth to her second child. It appealed to the leadership team because it centered on real consumers, giving Bobbie a way to recognize and engage its community.<\/p>\n

<\/blockquote>\n

<\/p>\n

The first three women\u2019s stories and images will rotate for the next few months. During that time, Bobbie will ask for more nominations via its website<\/a>. With billboards swapping out quarterly, the brand intends to showcase at least a dozen women through year\u2019s end.<\/p>\n

With its ongoing advocacy, Bobbie aims to continue chipping away at persistent stigma about formula feeding. That mission has informed its past collaborations with famous women, intending to jumpstart the conversation as the influencer industry is predicted to hit $500 billion by 2027, per the brand.<\/p>\n

\u201cBefore Bobbie launched, there were no influencer or celebrity-driven campaigns with any formula company because the category has been so riddled with shame,\u201d Chappell said.<\/p>\n

\n
\n
\n

\"Molly
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

Stats bear out the claim, per Wakefield<\/a> research, with 20% of parents using buy online\/pick up in-store to avoid the formula aisle and 10% of parents hiding their formula purchases under other items in their carts to avoid judgement.<\/p>\n

\u201cWe\u2019ve gone from women hiding their formula to being featured as Times Square ambassadors for the brand,\u201d Chappell said. \u201cThis culture shift is what we set out to do.\u201d<\/p>\n<\/div>\n