Bobbie's 'Original Influencer' Campaign Puts Real Customers on Billboards

Bobbie ran a campaign called Original Influencer that featured real customers instead of paid talent. According to a LinkedIn post from Angela Hanks, the work included putting customers on a physical billboard, producing custom merchandise tied to the campaign, and recording a jingle that featured a customer's child.

Hanks described the campaign as work done directly for Bobbie, the infant formula brand. The post did not specify placement locations, production budget, or campaign duration.

The Original Influencer name plays on a specific claim: that the people already talking about Bobbie, its customers, are the influencers worth featuring. The billboard component and the custom merch push extend that idea into out-of-home and product formats. The jingle, built around a customer's child, moves the same concept into audio.

Hanks' post did not name a production company, media buyer, or additional collaborators. It also did not disclose whether the campaign ran through Bobbie's internal marketing team or an outside agency partner.

Bobbie has built its brand positioning around parent-generated content and community input in past marketing efforts. The Original Influencer campaign follows that same pattern, using customer stories as the primary creative asset rather than traditional celebrity or influencer partnerships.

No verified spend figures, reach numbers, or campaign dates beyond the August 21, 2026 post have been published. Free Agency Media has not independently verified additional details of the Bobbie advertising campaign beyond what is described in Hanks' LinkedIn post.

Source: https://www.linkedin.com/in/angela-hanks