More Reach, Less Branding: Bounty’s Organic Growth Playbook

The Solution

To achieve this goal, we focused on a structured community-driven engagement model across Facebook, Instagram and TikTok. This helped us position Bounty as a brand that engages with its audience proactively and authentically. While authenticity continues to be key in digital marketing across industries, it is particularly crucial for Bounty. In fact, millions of UK parents, and new mums in particular, turn to their app for reliable, expert advice. Fostering genuine connections at scale was paramount to reinforce Bounty’s important role.

The Strategy

Leveraging Community-Driven Content

We implemented a content strategy featuring video assets from trusted UGC creators who were also active Bounty users and brand advocates. We asked them to produce ‘day in the life’ videos showcasing their routines in an authentic and completely unscripted format. Although produced by UGC creators, the assets were not ads and did not contain any mentions of the Bounty brand.

This allowed us to post these videos across Bounty’s organic channels as genuine stories, credit creators and direct viewers to their profiles to enjoy similar content. This approach helped us highlight community-driven narratives while promoting and amplifying conversations around issues and experiences shared by all parents.

We incentivised participation by offering a three-month Bounty Plus subscription to each creator, providing benefits that were highly relevant to them as parents, especially mums, including: live Q&A sessions with pregnancy and parenting experts, on-demand fitness classes, online GP access 7 days a week, therapy sessions, discounts at thousands of UK restaurants and much more. 

The premium access not only provided mum creators with tangible support but also enhanced their first-hand experience with the Bounty app. As we continued to collaborate with them in long-term partnerships, this approach helped strengthen their knowledge, engagement and passion for the brand.

Developing Strategic Social Engagement

The second part of our plan involved deploying a targeted comment engagement strategy on TikTok and Instagram. This approach, proven effective by category leaders across industries, including the likes of Duolingo and Dove, leverages social-first interactions to humanise the brand, increase relatability and expand organic reach.

We prioritised interactions on posts from:

→ Established UGC creators and Bounty brand ambassadors

→High-reach parenting influencers

→ Creators posting parenting pain points and shared experiences

Instead of generic comments, we doubled down on:

→ Conversational interactions

→ Timely responses aligned with viral trends and emerging topics

→ Encouraging community participation and interaction

This proactive engagement model allowed Bounty to increase visibility and discoverability while optimising its presence in algorithm-driven feeds.

The Results

After implementing our organic strategy for only three months, the overall performance results were as follows:

By integrating authentic ‘day in the life’ content with organic engagement, Bounty successfully strengthened its brand presence and expanded its social footprint.

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