What @the_edras achieved through authentic creator partnerships
Between February and April 2026, Zillim AIO Systems planned, shot, and managed a 16-piece content campaign pairing @the_edras and @edras_kids with Tanzania's leading maternal nutrition creator Caren Shuubi Victor (@pregnancy_nutritiontz). Every post and reel was tagged as an official Instagram collaboration — building trust, reach, and purchase intent among new and expectant mothers across Tanzania.
Edras did not buy reach on a small page. This campaign ran on Tanzania's leading maternal nutrition account — and the account's overall engagement shows why that matters.
Caren Shuubi Victor · MAMA ATAPATA · Nutrition authority for Tanzanian mothers
Instagram Professional dashboard · 2 Apr – 29 Jun 2026
2.1M views · 1.4M reached
3.3M views · 2.2M reached
4.2M views · 2.8M reached
How the Edras campaign fits. The collaboration ran 5 Feb – 17 Apr 2026 — squarely inside this growth window. Campaign content alone delivered 1.7M views, 324K accounts reached, and 85 new followers attributed to Edras-tagged posts. In April, when the heaviest Edras push landed, the account generated 2.1M total views — meaning the collaboration was a major driver of that month's performance, not a side note on a quiet page.
Every piece featured Edras products inside Caren's real daily life — travelling with Baby C by flight, pushing a stroller on rural roads, visiting the new Mawasiliano store, bathing and bedtime routines at home. Mothers saw the products in context, not in a catalogue.
Content led with maternal education (co-sleeping safety, bathing technique, travel comfort) and naturally introduced the Edras product as the solution. This format consistently outperformed pure product showcases.
Instagram collaboration labels linked @the_edras directly on every post and reel. Cross-posting to Facebook extended reach further at no extra production cost.
| Date | Creative | Format | Views | Reached | Likes | Saves | Follows |
|---|---|---|---|---|---|---|---|
| 17 Apr | Stroller Rural Road Post | Post | 93,777 | 33,760 | 949 | 28 | 4 |
| Apr | Stroller Store Reel — AM FINALLY GETTING MINE | Reel | 25,418 | 15,319 | 424 | 36 | 3 |
| 15 Apr | Baby Bed Benefits Reel | Reel | 15,340 | 10,732 | 204 | 35 | 1 |
| 14 Apr | Baby Carrier Flight Post — Baby C Travel | Carousel | 84,888 | 29,010 | 927 | 85 | 3 |
| 13 Apr | Bebeo Travel Post — B&W Carrier | Post | 55,821 | 20,264 | 747 | 5 | 1 |
| 12 Apr | Earmuffs Intro Reel | Reel | 28,885 | 16,501 | 105 | 39 | — |
| 9 Apr | Infrared Thermometer Post | Post | 23,677 | 12,764 | 84 | 24 | — |
| — | Baby Bathing Education Reel (Bather) | Reel | 71,700 | — | 740 | 120 | — |
| 4 Apr | New Store Opening — Mawasiliano | Reel | 14,361 | 10,507 | 161 | 13 | 1 |
| 1 Apr | Soft Carrier Reel | Reel | 29,756 | 19,614 | 369 | 55 | 8 |
| — | Earmuffs Safety Reel | Reel | 21,688 | 13,530 | 275 | 64 | 2 |
| 6 Mar | Baby Bath Basin Reel — Beseni | Reel | 44,348 | 21,605 | 499 | 41 | 5 |
| 11 Feb | Baby Cot Safety — Co-sleeping Story | Reel | 100,569 | 59,290 | 1,430 | 199 | 35 |
| 9 Feb | Baby Beds Showcase Reel | Reel | 26,044 | 18,151 | 320 | 25 | 1 |
| 7 Feb | Travel Cot Reel — Safari | Reel | 54,238 | 35,066 | 738 | 140 | 20 |
| 5 Feb | Starter Packs Announcement | Reel | 15,462 | 7,608 | 76 | 2 | 1 |
Source: Instagram Insights screenshots captured April 2026. Bathing education reel views from post preview; insights not captured in batch.
Across collaboration reels and posts, the audience was overwhelmingly female — mothers and women in childbearing age making household purchase decisions.
The 25–34 bracket dominated — women actively having children, setting up nurseries, and buying baby gear for the first time.
Roughly half of viewers were new to @pregnancy_nutritiontz — meaning Edras was introduced to cold audiences, not just existing followers. Top posts pulled 37–59% non-follower reach.
Best-performing reels held attention: 21s average on the cot safety reel (100K views), 19s on the travel cot reel, 16s on the stroller store reel. Educational storytelling kept mothers watching long enough to see the product.
323,721 mothers and parents saw Edras products through a creator with 139,000 followers and 6.4M accounts reached in 90 days. Edras rode an account in active growth — not a declining influencer page — and reached cold audiences at scale (64% non-follower reach account-wide).
911 campaign saves, 85 new follows, and hundreds of profile visits — inside an account that averages 42K saves per quarter and 440K profile visits. Mothers didn't just scroll past — they bookmarked products and moved closer to a WhatsApp order. Every collaboration post linked directly to @the_edras.
Tap any screenshot to view full size. Content and Instagram Insights are grouped per creative.