The challenge
Bing’s Little Wins was built around a simple idea: the everyday challenges of raising young children are often the moments parents need the most support with.
Following the success of the previous year’s campaign, Acamar Films wanted to take that idea further in 2024 and make the content more useful, more credible and more relevant to the realities parents and carers were dealing with. That meant resisting the temptation to build the campaign around lifestyle influence alone.
The opportunity was to use Bing as a starting point for real parenting conversations, connecting situations from the series with practical advice on behaviour, development and family life.
For the campaign to work, the people leading those conversations needed to bring more than an audience. They needed the expertise and trust to make the content worth paying attention to.
Our solution
We built the campaign around parenting experts who could turn familiar moments from Bing into useful, credible guidance. Instagram Reels, Q&A sessions, relatable anecdotes and interactive challenges gave parents different ways to engage with the content, while keeping the tone accessible and grounded in the everyday reality of raising young children.
The experts added depth to the campaign. They could explain the behaviour behind common parenting situations, offer practical ways to respond and connect those ideas back to moments families already recognised from Bing.
That gave the content a stronger reason to be shared and saved, while allowing Bing to play a more useful role in the conversation around early childhood and parenting.
A Meta paid social strategy extended that content beyond Bing’s existing audience, targeting parents and people with an interest in child development. Earned media then carried the expert advice further, creating additional reach outside the campaign’s own social channels.
The outcome
Bing’s Little Wins generated nearly 5.3 million impressions and more than 900,000 engagements across Bing’s owned channels, exceeding the campaign’s KPIs and objectives. The campaign also drove more than 4,000 additional visits to Bing’s website.
That combination of reach, engagement and site traffic gave the campaign value beyond social visibility alone. Parents were interacting with the content at scale and continuing into Bing’s wider digital experience.
Coverage in Notebook, S Magazine, Closer and OK! extended the expert-led content into mainstream media, putting the campaign in front of audiences beyond Bing’s existing community.
The result was an influencer programme built around credibility as much as reach: expert voices, high levels of audience participation and measurable movement from social content into Bing’s owned channels.
