Cybex is a globally recognised baby carrier brand that wanted to grow US awareness among fashionable young mums through TikTok. Finding the right creators meant manually sifting thousands of influencer profiles for genuine alignment with the Cybex brand ethos. Precision targeting over follower counts.
From that data-driven vetting process we recruited 13 TikTokers to create video content showcasing Cybex products. The campaign delivered 8,446,459 impressions and 1.7 million views, with 760,252 engagements at a 9% engagement rate, proof that a small, rigorously selected roster can outperform broad outreach.
The partnership set the stage for Cybex’s continued growth in the United States market.
Why a Baby Product Campaign Needs a Smaller, Slower Shortlist
Parents researching a carrier are checking for fit, safety and how a product handles a real child, not scrolling for a large follower count, which is why the roster here was built from thousands of profiles sifted down to 13 TikTokers, rather than scaled out for reach. That kind of manual, audience-alignment-first vetting is the same principle behind Terrier’s standard shortlist process: profiles checked by hand against brand ethos before a single creator is approached, not after.
Reading a 9% Engagement Rate on a Small Roster
8,446,459 impressions, 1.7 million views and 760,252 engagements at a 9% engagement rate from just 13 creators is an attention and interaction figure, not a purchase number, but it is the page’s own evidence for its central claim, that “a small, rigorously selected roster can outperform broad outreach.” For a brand trying to build US awareness among a specific audience of fashionable young mothers, a rate that high from a roster that small is a sign the content matched the people who saw it, rather than being shown to a wide but disinterested audience.
