At Humanz, we don’t just run influencer campaigns – we build growth engines. And when Pampers, one of the most trusted names in parenting, approached us to help launch and scale their Smart Sleep Coach app, the mission was clear:
Cut acquisition costs. Drive real subscriptions. Build a machine that scales.
Spoiler: We did all of that – and more.
The Challenge: Cut CPA, Not Corners
When Pampers launched their Smart Sleep Coach mobile app , designed to help parents and babies get more restful nights, they knew they had a game-changing product. But mobile app marketing is competitive. And costly.
Pampers needed a way to:
- Lower cost-per-acquisition (CPA)
- Build credibility fast on social media
- Drive paid subscriptions inside the app
- And do it at scale, not just through one-time bursts
They came to Humanz looking to build their own performance engine, powered by creators and backed by data.
The Strategy: 10K in, Data Out
We started with a $10K pilot budget – testing influencer activations across Instagram, with clear goals around CPA and retention. Our team curated a group of 122 high-fit creators – all authentic, trusted voices in parenting, wellness, and lifestyle. Together, they rolled out:
- 808 Instagram Stories
- Personal routines, app demos, bedtime rituals, and real testimonials
- Content that felt natural, useful, and 100% parent-approved
Everything was tracked via the Humanz platform, including:
- Real-time installs and subscriber conversion
- Individual creator performance
- Engagement and drop-off rates
- Content-to-conversion ratios
This wasn’t spray and pray. This was influencer marketing turned into performance marketing.
The Results: From Test to Engine
Within weeks, the Smart Sleep Coach app was booming on social. Organic reach surged. Installs ticked up. But most importantly – CPA dropped below internal benchmarks.
Pampers saw the power of the system, and made a call: Scale the engine. Go all in.
Over the next 6 months, they grew their influencer marketing budget by 10x, continuing to run new creator activations and recycling top-performing content across paid channels.
The Humanz-powered engine became Pampers’ most valuable acquisition funnel for the app – blending the trust of parent creators with the precision of data-driven scaling.
The Takeaway: When Performance Meets Parenthood
Parents trust other parents – and with Humanz, Pampers tapped into that trust at scale.
We helped them build a creator-led growth machine, where content wasn’t just for awareness – it was for acquisition, conversion, and retention.
No gimmicks. No guesswork. Just creators, content, and data working together to deliver real subscribers at the lowest CPA across all paid channels.
Whether you’re a D2C brand or a global leader, the model is the same:
Build with trust. Optimize with data. Scale with confidence.
Ready to grow your app with creator-powered performance? Let’s build your growth engine.
