BABY DOVE
Brief:
To Launch Baby Dove’s ‘Under Pressure’ campaign on TikTok to open up honest conversations about postpartum depression. The goal was to break down taboos, encourage new mums to share their experiences, and create a supportive community by getting the conversation trending on social media.
Idea:
The idea was to commission a unique cover of Queen’s iconic song Under Pressure, created exclusively by Baby Dove to serve as a signature sound for the campaign. This encouraged users to feature the track in their TikTok content, boosting engagement and clicks on the brand hashtag #UnderPressure. We also partnered with influential ‘mum-influencers’ to amplify reach and drive authentic, organic conversations—ensuring a powerful and impactful launch for Baby Dove’s TikTok presence.
Results:
During my time working on this account, I grew the following by 7.2K through organic only - no paid media was included.Â
Helped bring to life a global campaign called Under Pressure highlighting post-partum depression with new mothers - please watch the YouTube video here.
This now has over 1 Million views.
We also worked with multiple influencers (Mom-fluencers) on TikTok to help spread out message, see a few examples here:
Laurahfritz - 1.1Million views
Thecarlinfamily - 100.6K views
Jamillaandque - 11.2K views
Role:
Account and social media managerÂ
Links: