Influencer marketing for baby and parenting brands

Building trust and driving action.

Parents are selective — and rightly so. At Highlight PR, we run carefully crafted influencer campaigns for baby and parenting brands that prioritise authenticity, relatability and real value. From weaning and wellness to toys, books and early learning, we connect your brand with the right parent creators to reach modern families in a way that resonates.

Whether you're launching a new product or building long-term brand advocacy, we help you engage influential voices that parents already trust — through smart content, strategic seeding and measurable impact.

Why Our Approach Works for Baby Brands

Trusted Creator Networks

We’ve built a strong network of family, parenting and lifestyle influencers — from first-time mums to expert-led educators — who are credible, trusted and audience-aligned for baby-focused content.

Thoughtful Campaign Planning

We never treat parenting audiences as one-size-fits-all. Our campaign plans are insight-led and tailored to your brand’s mission — whether that’s championing developmental benefits, natural ingredients, or family routines.

Content That Converts

Every campaign includes content usage rights and retail integration planning — meaning influencer-generated assets can be repurposed across paid social, e-commerce, and shopper journeys.

Our Influencer Marketing Services for Baby & Parenting Brands include:

  • Creator identification and briefing
  • Organic and paid influencer partnerships
  • Product seeding and early access campaigns
  • Expert endorsement and testimonial-based content
  • Usage rights negotiation for multi-channel assets
  • Performance tracking, reporting and insights
  • Integration with wider PR or shopper marketing activity

Case study spotlight

Miffy – Creating Emotional Connection with Modern Parents

To reintroduce Miffy to new-gen families, we worked with carefully chosen parent influencers to highlight her charm and relevance. We secured partnerships with brands like Hilton Hotels and Maggie and Rose to frame Miffy’s adventures in ways that resonated with values-led parents and their children.

Miffy influencer campaign

Why Highlight PR?

  • Trusted by challenger and heritage family brands
  • Deep understanding of the parenting media and creator space
  • Skilled in balancing brand values with creative freedom
  • Collaborative approach with licensing, legal and retail partners
  • Able to scale campaigns across markets or moments

Looking to engage with parenting influencers?

Let’s create a campaign that inspires confidence — and drives results.