Operating across DTC e-commerce and retail partnerships, Blooming Baby (formerly SleepingBaby) sought to strengthen its connection with modern parents while reinforcing its position as a trusted leader in infant sleep solutions. I led social-first marketing initiatives focused on launching new product collections, developing integrated campaigns, creating educational content, and driving engagement through platform-native storytelling that supported both brand growth and customer confidence throughout early parenthood.

❋ Business Goals

  • Maintain brand credibility and trust

  • Expand awareness among new parents

  • Support DTC and retail growth

  • Establish strong social presence

❋ My Role

  • Social Media Strategy

  • Content Creation & Creative Direction

  • Influencer Marketing

  • Product Launch Campaigns

  • Paid Social Support

❋ Channels

  • Meta (Organic & Paid Media)

  • Pinterest

  • TikTok

  • Creator Partnerships

  • Email Marketing

  • Ecommerce

❋ Results

  • +18% Avg. Engagement Rate YoY

  • More than tripled Instagram reach, increasing from 4.4K to 14.7K

  • Scaled Pinterest reach by over 6,300% YoY, growing from 1.6K to 104.5K impressions while increasing saves from 4 to 458.

  • Expanded cross-platform performance

Building trust with brand storytelling

The launch of the EverSoft Bamboo Zipadee-Zip marked a pivotal moment in SleepingBaby's brand evolution. Introducing an entirely new bamboo fabric alongside fresh, trend-forward colorways, the campaign modernized the brand's flagship product while staying true to its trusted reputation. Centered on transparency and community, the campaign highlighted the team's hands-on product development process to demonstrate that customer feedback directly shaped the final design. The launch exceeded expectations, successfully repositioning the brand for a new generation of parents and establishing the EverSoft Bamboo Zipadee-Zip as the company's top-performing hero product.

❋ Campaign Results

  • The brand surpassed the one-million impression threshold on Meta with a total of 1,027,175.

  • Established the EverSoft Bamboo Zipadee-Zip as the brand’s hero product

  • +39% social and lifecycle attributed sales MoM

Other Campaign Highlights

The MVP of Mobility

I led a social-first campaign designed to strengthen community engagement and celebrate the families who helped build the brand. The campaign combined educational and interactive content, including live Q&A sessions with pediatric sleep consultants, community giveaways, and a fan drawing contest where one child's artwork was transformed into a custom Zipadee-Zip print. By creating meaningful opportunities for customers to participate rather than simply consume content, the campaign significantly increased engagement, revitalized the brand's social presence, and helped raise average engagement rates

High-Engagement Campaign

The Zipadee-Zip Turns 10

The Heather Zipadee-Zip launch introduced a fresh, modern take on Blooming Baby's signature sleepwear, combining elevated style with educational storytelling around infant mobility and healthy development. I developed the "MVP of Mobility" campaign, leveraging the excitement of the Olympic season to connect the product's benefits, like rolling, tumbling, and healthy hip development, with culturally relevant, sports-inspired creative. By blending timely content with educational messaging, the campaign increased engagement, strengthened product awareness, and drove meaningful traffic and sales throughout the launch period.

Community-Building Collabs

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