Lindsey Carnett
Lindsey Carnett

When it comes to new parents, marketing should create a meaningful campaign that focuses on shared values. However, in today's oversaturated new parenting market, it’s important to consider a variety of factors—such as campaign content, what mediums you will be using, and whether or not you should use outside talent or content creators. The following suggestions can help you reach and resonate with your targeted audience.

Forming connections with and among new parents

Becoming a new parent is stressful, so campaigns that can demonstrate reassurance, safety and family values will help new parents trust your brand or product.

Today, most new parents are millennials, and this generation is different from previous new parents. For millennials, it’s important that brands form bonds and share important topics. Topics about the reality of parenting resonate with this audience, as it has become less taboo to discuss these difficulties.

Other ways to engage with this audience include creating campaign hashtags in solidarity with new parents. This allows companies to create a fan base and lets them not only connect with customers, but foster an environment in which new parents can connect with each other to share stories. This feeling of community encourages feelings of trust for the brand, especially if these groups grow closer and can migrate from one media outlet to another.

Choosing your medium and creators

There is no question that social media has become one of the most used forms of advertising for brands and products. Since COVID-19 we continue to see this form of advertising increase. By determining the medium or social media platform that your new parent demographic favors, companies can create a plan to successfully reach their target audiences.

For example, Instagram marketing has become a company favorite. This is primarily because creators produce a variety of different types of content. However, when it comes to using influencers to create content, it is important to pick the right people. Instead of choosing celebrities or creators with massive followings, choose smaller influencers to foster more trust and connection.

Often, people are not swayed by celebrities or large creators when it comes to products related to motherhood, as they know those creators are paid to endorse products. By choosing micro-influencers companies can create a network of brand advocates that have the same or greater reach as bigger influencers. Their followers will trust them and view them as more authentic. Essentially, doing market research for your company’s demographic can increase your reach and influence.

As you work on your next marketing plan for new parents consider these tips to ensure a successful campaign.


Lindsey Carnett is CEO of Marketing Maven, which specializes in media relations, social media strategy, brand strategy and creative direction.