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Special Project

Special Project
From the 16th Annual Shorty Awards

Bobbie Instagram: @Bobbie

Silver Honor in Instagram Presence

Entered in Brand Voice



Since launching in 2021, Bobbie has been dedicated to evolving society to change the way we think about, talk about, and actually nourish our babies. In 2023, our Instagram objective was to continue supporting the modern parent and fostering a diverse community. We were on a mission to make parents feel seen, understood, and empowered to take on the first year of parenting with confidence. Our main KPIs for tracking success were engagement rate and audience growth.


Strategy and Execution

At Bobbie, we know that becoming a parent is one of the most vulnerable moments of life. Parents are met with judgement at nearly every turn, from how they grow their family, to how or where they give birth, and especially how they feed their babies. We use our Instagram as a platform for bonding over the shared experiences and emotions of that first year of parenthood, and for helping parents feel less alone in their feeding journeys whether they are formula feeding, breast feeding, bottle feeding, or all of the above. 


To do this, we pull back the curtain on our brand and show up as our authentic selves: a team of majority parents going through the same trials and tribulations as our community. When we’re tagged in an Instagram Story and see a parent panicked because they ran out of Bobbie formula, we find a local community member in their area and facilitate an Uber drop-off, even going as far as hand delivering the product ourselves. We tell the stories of real Bobbie parents — and we’re not just talking about infant feeding. We share their struggles with infertility and their experiences of giving birth as a Black woman in a country that has the highest maternal death rate of any high income nation. We use our platform as a loudspeaker to advocate for policy change, advance programs and resources, and support communities, and were awarded a bronze Anthem Award for our #PassMomnibusNow Instagram campaign.




Video for Bobbie Instagram: @Bobbie

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