Parenthood is a different adventure, and few people navigate it with the same grace as social media maverick Chrissy Teigen. Chrissy Teigen has a career that spans more than ten years over a variety of different industries–accumulating in a wealth of experience and advice for the world to consume, and brands have taken notice. Because Teigen has a growing emphasis on motherhood, brands like Pampers are creating relationships to elevate their influencer marketing strategies to incorporate celebrities.
WHO IS CHRISSY TEIGEN?
Chrissy Teigen started out as a model, and has been prominently featured in top tier publications across the world, including Maxim, Sports Illustrated, Cosmopolitan, Italian Vogue and more. Across her modeling career, Teigen has partnered with brands such as Nike, Olay and Gillette while expanding into television as a guest host and contributor for E!, TMZ, MTV, Extra and many others. In addition to her televised appearances, Teigen was featured as a character in the EA sports video game Need for Speed: The Run. Teigen is also an accomplished cook and writer, with multiple published cookbooks and cooking programs. Chrissy Teigen is a successful celebrity and social media personality that is well-loved by many–including the Pampers company.
CHRISSY TEIGEN AND PAMPERS
After Chrissy Teigen married John Legend in 2013, the couple had their first child (Luna) in 2016 and a son named Miles in 2018. As Teigen and Legend became parents, so did the personas that the two presented on their social media. Over the course of a pregnancy and birth, Teigen had fully embraced parenthood, and openly discussed the hardships and challenges of being a mother–ranging from postpartum depression to changes in diet. One of those challenges was finding safe, creative products for her children. Throughout social media and on various other social platforms, Teigen talked about the lack of child-safe items free from harmful chemicals that are also stylish for both parents and the kids that they were made for.
After voicing much of this strife on social media and in public, the Pampers company reached out to Teigen and the two formed a mutually beneficial influencer partnership. Teigen is an influencer of massive proportions that was exploring motherhood, and Pampers offered a way for both of their brands to grow together–by creating a line of diapers free from chemicals and other annoyances. Teigen was given creative freedom for diaper design, prompting Teigen to announce herself as the unofficial, self-appointed “Creative Director” of the new “Pampers Pure” line. (The actual title is “Creative Consultant”–the first one that Pampers has ever had.)
Teigen and Pampers created a line of products made for babies with sensitive skin–boasting a natural, 100% cotton alternative to other brands. Part of Teigen’s influence also shows through the stylish prints and designs on the diapers, ranging from llamas (Luna’s favorite) to junk food snacks. Teigen had an immediate connection to Pampers–both her and John Legend wore Pampers growing up, and now their kids were wearing the brand as well. Pampers furthered that emotional connection between Teigen and Pampers by allowing her to create items that would directly associate her with the interests of her children. Teigen has even stated that since partnering with Pampers, she has been able to make a more intimate relationship with her children–making their influencer partnership more of a relationship between the brand and the family.
THE DREAM TEAM
The result was a type of influencer partnership where both parties had equal investment in each other. Teigen was already open about her motherhood and less-than exceptional experiences with baby brands, and Pampers decided to incorporate their brand into Teigen’s narrative by giving her the freedom to create the exact products she was dreaming of. Pampers inserted themselves into the dialogue of childhood and established themselves as a brand that rolls with the punches but is not scared of innovating their techniques to include mega influencers like Teigen. In turn, Teigen voiced her support and loyalty to the Pampers brand.
The partnership between Pampers and Teigen is seen as a very natural exchange because it is. While Teigen doesn’t disclose the amount of money she makes from working with Pampers, the tradeoff benefits are obvious. By partnering with an influencer that shares the same values and goals, Pampers established themselves as a household name within the context of the Teigen family and their social media followers. Instead of operating merely as a brand, Pampers integrated themselves into Teigen’s life in such a way that they became another member of the family. That kind of influencer relationship promotes growth on both parties, and encourages further collaborations as both the brand and the Teigen family grow.
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