Strategy
The page featured a maximum number of expert posts. Through them, the audience actively engaged in dialogue, participated in discussions, left reviews, and played games. The brand also actively supported any events and holidays related to childbirth and breastfeeding, and regularly collaborated with experts and opinion leaders.

Tone of voice
Since our audience — women on maternity leave — are active readers seeking information about children, we tailored everything to them. The blogger format was an expert community.

CustDev: "We're on the same wavelength"
The brand communicated this message daily on its page. That's why pregnant women and new mothers trusted its reputation completely. This kind of work required hours of preparation and analysis of various women's forums, monitoring news from the "pregnancy world," and reading discussions on topics that concerned our audience.
As a result, no worry, pain, or joy could escape us — we just needed to skillfully convey our knowledge to our audience. That's why the level of trust in the brand was incredibly high!

Promotion Channels
- Targeted advertising. The majority was aimed at direct sales to the primary audience and at increasing brand awareness among secondary audiences (fathers and grandparents).
- Bloggers (opinion leaders). They were divided into several segments:
- Experts (doctors and industry specialists)
- Brand ambassadors (the most effective bloggers were contracted for ongoing promotion)

What Set Us Apart from Competitors' Blogs

Beyond the fact that many of Fabrika Oblakov's wholesale clients eventually adopted their technology and started producing cocoons themselves — becoming direct competitors — the blog also had indirect competitors writing on similar topics for the same audience. So we had to stand out significantly (a rule that applies to any business on social media).

Live Streams
The blog regularly hosted live streams with invited experts:

• Gynecologists
• Obstetricians
• Breastfeeding specialists
• Doulas
• Child sleep specialists
• Neurologists
• Ophthalmologists
• Dentists
• Neonatologists and pediatricians
• And even a sexologist!

More Live Streams!
We didn't stop at one-off live streams. We decided to launch a childbirth preparation marathon — @vstrecha.s.malyshom — twice! During the marathon, we found 20+ experts across various fields to help women prepare for childbirth and navigate the first 3 months after birth.

We also invited a small number of commercial accounts, but only on the condition that each would give a gift to the marathon participants.

Result: +500 followers each time, increased sales, and numerous positive reviews from participants.


Even More Live Streams!!!
From August 1–7, World Breastfeeding Week is celebrated across UN countries. We couldn't miss it! So for the entire week, our blog hosted live streams, giveaways, and even a large creative contest.

Our breastfeeding support week featured:

- 7 breastfeeding specialists (each had a dedicated day with a unique live stream topic — I came up with all the topics myself to keep everything organized)
- 4 commercial blogs: breastfeeding lingerie, breastfeeding clothing, breast pumps, and cosmetics. We ran prize giveaways with them for mutual follows
- 3 bloggers who shared our creative contest on their pages. The contest idea: write your childbirth story as touchingly as possible. The grand prize: a breastfeeding pillow.

Additional Activities

1. To increase awareness and provide users with comprehensive information about the flagship product, a landing page was created: https://kokon.fabrikaoblakov.ru/
2. A photo shoot for the blog was organized once every 3 months
3. In parallel, an account for the company's adult product line was created (however, per management's instructions, it received significantly less attention): @fabrikaoblakov.ru

Increasing Average Order Value

After demand for the flagship product grew, we decided to address another sales gap — increasing the average order value. The baby cocoon had many complementary products that customers weren't interested in. But once we bundled them into a single set and offered a discount (which didn't exceed the product's margin), the average order value grew by 25%.
This led to the creation of bundled sets:

1. For newborns
2. For pregnant women
3. For families with older children