06 Mar 2019

Oh baby, are you an Influencer?

For the past few years, Influencer marketing has been a dominating force in the world of online marketing. It’s been used to build brand awareness, affinity, reputation and depending on how you use Influencers, it can also help to earn links for your brand.

Influencer marketing budgets are on the rise and a study by Linqia stated that marketers on an average spend anywhere from $25,000 to $100,000 per campaign.

Interestingly, Instagram has been a universal favorite platform in 2018 for Influencer marketing.

92% of marketers in the Linqia study chose Instagram as the most important social platform to execute influencer campaigns.

While the above stats make Instagram a marketers’ favourite, it’s being increasingly used by baby Influencers who are taking the social network by storm with their cuteness and wit!

And brands are leaving no stone unturned to engage with these babies

Brands are engaging with the kids to drive their brand messaging and campaigns.

Baby Chanco, a 12 month old Japanese baby whose incredible hair has made her a global Instagram star, is NOW working for Pantene!! 

Baby Chanco became famous after her mom started posting pictures of her when she was just four months old. Today she has close to 400K Insta followers! An year old into this world and this baby is already an ‘Influencer.’ Oh, baby!

The theme of the Pantene Japan campaign, ‘My Hair Moves Me Forward’ , (#HairWeGo) is about feeling free and confident without caring about what others think.

Yoshiaki Okura, P&G Japan hair care associate brand director was quoted in the media stating that “Chanco’s personality and special character matched their image for women they want to support. With her decidedly unique look, Baby Chanco fit the campaign’s theme, he said.”

Pantene engaged with a baby Influencer that had a perfect combination of ‘Reach’ , ‘Relevance’ and ‘Resonance.’


A true influencer influences. Their audience is excited to interact with them and their posts because they have a real connection and what better than the babies?

Can Influencers get more authentic and real than them?

The Stauffer twins, Emma and Mila, are amongst Instagram’s biggest kid stars. Their follower count grew from about 150,000 followers in early 2017 to 4.1 million by the end of 2018. At a mere age of four, they have already done advertising work for Amazon, Disney, Nest, Dollar Rental Car, Macy’s and Walmart, among other companies.

These kids are probably making more money than you, aren’t they?


Another pair of twins who are just 2-year-old, Taytum and Oakley, have 2.4 million followers on Instagram and command five-figure sums for a single branded photo!

According to media sources, they’ve been in national commercials, a feature film, and had a repeat role on the soap opera ‘Days of Our Lives.’ Which makes me say it again, oh baby!


…and then there are times when we wait for baby Influencers to come out and rock the world of Influencer marketing!


If you haven’t guessed it yet, I’m talking about Khloé Kardashian’s ‘baby shower’ that was sponsored by Amazon to promote Amazon Baby Registry.

But have you ever wondered what it means to have a kid as an Influencer?

On the outside it might look like any Influencer campaign. It’s the parents who are managing their kids’ Instagram account and in many cases, it might just be a full-time job for them to do so and manage photo shoots or close collaborations with various brands.

It’s a win-win situation for everyone who is in the campaign.

The kids, who are having funThe parents, who are earning and perhaps saving for their child. The brand, that’s getting all the attention from the relevant audience. There’s nothing really to lose in the process, it seems.

Though it makes me wonder if such an act will get these kids hooked on social media at a really young age or make them even more competitive as they grow up. It can possibly have a downside to experiencing happiness in real life as opposed to instant gratification through likes and comments that they are growing up with.

On the other hand, this could be a very good way for the parents to spend maximum time with their kids while earning a living.

What’s your take on the rise of Influencer campaigns with kids?



Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon


Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP


Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google


Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees


PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL


Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN


Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater


A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield


Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited


Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young


Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India


Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India


Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees


Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees


SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston


I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn


SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina


Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom


I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank