The Challenge

Modernise Pigeon’s positioning while driving measurable growth across key ranges including Natural Botanicals, T-Ester bottles and Dental.

Key tensions:

• Audience skewing younger, limited TikTok presence

• Underperforming traditional paid creative

• Product launches lacking cohesive cultural storytelling

• Disconnect between brand activity and commercial performance

The opportunity was to build an integrated growth system — not just run campaigns.

The Strategic Shift

We moved from product-first advertising to a creator-led, full-funnel performance model.

Instead of polished, brand-heavy campaigns, the strategy focused on:

• Native UGC partnerships designed for TikTok and social-first environments

• Long-term influencer collaborations to build cultural relevance

• Integrated paid media that amplified high-performing creator assets

• Cohesive visual identity and style guides across launches

• Performance reporting frameworks that connected creative decisions to commercial outcomes

The goal was to create a system — where creators fuelled paid media, and paid insights refined creative.

Key Workstreams

Creator & Influencer Partnerships

Built and managed long-term collaborations with leading Australian parenting creators, including Indy Clinton and other notable mum influencers.

Shifted creative direction toward platform-native UGC, designed to feel authentic rather than advertorial. These assets fed directly into paid amplification, enabling real-time testing and optimisation.

UGC-led content significantly outperformed previous traditional ads, increasing engagement and conversion efficiency.

TikTok Channel Development

Identified TikTok as a high-growth opportunity given shifting audience demographics.

Led the development of Pigeon’s TikTok presence through creator sourcing, UGC briefing, and integrated paid support — repositioning the channel from experimental to strategic.

Delivered sustained month-on-month growth in reach, engagement and community acquisition, strengthening brand relevance with younger millennial and Gen Z mums.

Product Launch & Visual Identity (T-Ester + Natural Botanicals)

Led end-to-end campaign execution across key launches, including:

• Paid advertising strategy

• Product shoot direction and content production

• Development of brand style guides

• Alignment across digital, retail and social touchpoints

Ensured creative execution and performance strategy were tightly integrated.

Campaigns delivered 20%+ ROI across full-funnel initiatives.

Cultural Partnerships: Dental Range x Outspoken Podcast

Developed a strategic podcast integration with Outspoken Podcast to position Pigeon’s Dental range within a culturally relevant parenting conversation.

Structured episode themes, integration points and giveaway mechanics to extend reach beyond the podcast into social channels, embedding the product within authentic storytelling rather than standalone promotion.

The Outcome

By building a creator-driven performance ecosystem, Pigeon strengthened its cultural relevance while delivering sustained commercial growth.

Strategy, production, partnerships and paid media operated as one integrated system, aligning brand storytelling with measurable business impact.