Influencer Campaign Results

Edras × Pregnancy Nutrition TZ

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.

Brand@the_edras · @edras_kids
CreatorCaren Shuubi Victor · +255 65 868 6290
Creative directionElius Kamuhangire McBenvics
Period5 Feb – 17 Apr 2026
Campaign totals
1,705,972
Total views across 16 pieces of content — including Story views
323,721
Unique accounts reached on Instagram
8,048
Likes — organic engagement, no paid boost
911 saves
Saves signal purchase intent — mothers bookmarking products for later
At a glance

The numbers that matter to Edras

16
Collaboration posts & reels published
85
New followers driven to @pregnancy_nutritiontz by Edras content
94%
Female audience — your exact buyer profile
65%
Audience aged 25–34 — peak new-mother demographic
12
Reels — highest reach format in campaign
4
Feed posts & carousels — deep storytelling
100K+
Views on top-performing single reel
5%
Madam Caren discount code integrated across content
Why this worked

Not ads. Real life.

Authentic integration

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.

Education + product

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.

Official collaboration tags

Instagram collaboration labels linked @the_edras directly on every post and reel. Cross-posting to Facebook extended reach further at no extra production cost.

Conversion mechanics built in

  • 5% discount for customers mentioning Madam Caren
  • Edras WhatsApp ordering (+255 69 205 0407) · Caren inquiries (+255 65 868 6290)
  • Starter pack consultation service launched via campaign
  • Store visit content for the new Mawasiliano location
Top performers

The content that carried the campaign

Baby cot safety reel
#1 · 11 February
Baby Cot Safety — Co-sleeping Story
100,569 views · 59,290 reached · 1,430 likes · 35 new follows
Stroller rural road post
#2 · 17 April
Stroller on Rural Road — Real Use Case
93,777 views · 33,760 reached · 949 likes · 473 profile visits
Baby carrier flight post
#3 · 14 April
Baby Carrier — First Flight with Baby C
84,888 views · 29,010 reached · 927 likes · 85 saves
Product coverage

Every Edras category touched

Strollers — rural + in-store reels
Baby cots & beds — safety story, showcase, travel cot
Baby carriers — bebeo, soft carrier, flight use
Earmuffs — intro + safety reels
Bath basin — postpartum comfort angle
Bather — bathing education integration
Thermometer — home health essentials
Baby clothes — new store opening reel
Starter packs — custom budget service launch
Full performance

Creative-by-creative breakdown

Date Creative Format Views Reached Likes Saves Follows
17 AprStroller Rural Road PostPost93,77733,760949284
AprStroller Store Reel — AM FINALLY GETTING MINEReel25,41815,319424363
15 AprBaby Bed Benefits ReelReel15,34010,732204351
14 AprBaby Carrier Flight Post — Baby C TravelCarousel84,88829,010927853
13 AprBebeo Travel Post — B&W CarrierPost55,82120,26474751
12 AprEarmuffs Intro ReelReel28,88516,50110539—
9 AprInfrared Thermometer PostPost23,67712,7648424—
—Baby Bathing Education Reel (Bather)Reel71,700—740120—
4 AprNew Store Opening — MawasilianoReel14,36110,507161131
1 AprSoft Carrier ReelReel29,75619,614369558
—Earmuffs Safety ReelReel21,68813,530275642
6 MarBaby Bath Basin Reel — BeseniReel44,34821,605499415
11 FebBaby Cot Safety — Co-sleeping StoryReel100,56959,2901,43019935
9 FebBaby Beds Showcase ReelReel26,04418,151320251
7 FebTravel Cot Reel — SafariReel54,23835,06673814020
5 FebStarter Packs AnnouncementReel15,4627,6087621

Source: Instagram Insights screenshots captured April 2026. Bathing education reel views from post preview; insights not captured in batch.

Audience quality

Who saw Edras

Gender — campaign average

Across collaboration reels and posts, the audience was overwhelmingly female — mothers and women in childbearing age making household purchase decisions.

Women
94%
Men
6%

Age — campaign average

The 25–34 bracket dominated — women actively having children, setting up nurseries, and buying baby gear for the first time.

25–34
65%
35–44
18%
18–24
8%
Other
9%

Follower vs non-follower reach

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.

Watch time & retention

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.

What we learned

Recommendations for Phase 2

Summary

What Edras got

Brand visibility

323,721 mothers and parents saw Edras products through a trusted voice they already follow for pregnancy and child nutrition advice. That is the equivalent of reaching every person in Dar es Salaam's maternal buyer market multiple times over — without a single shilling in paid media.

Purchase intent signals

911 saves, 85 new follows, and hundreds of profile visits mean mothers didn't just scroll past — they bookmarked products, visited the creator's profile, and moved closer to a WhatsApp order. Every collaboration post linked directly to @the_edras.

Visual evidence

Every post & its analytics

Tap any screenshot to view full size. Content and Instagram Insights are grouped per creative.

01

Stroller Rural Road Post

17 Apr 2026 · Post · 949 likes · 93,777 views · 33,760 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
02

Stroller Store Reel — AM FINALLY GETTING MINE

Apr 2026 · Reel · 424 likes · 25,418 views · 15,319 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
03

Baby Bed Benefits Reel

15 Apr 2026 · Reel · 204 likes · 15,340 views · 10,732 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
04

Baby Carrier Flight Post — Baby C Travel

14 Apr 2026 · Carousel · 927 likes · 84,888 views · 29,010 reached

Carousel slide
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
05

Bebeo Travel Post — B&W Carrier

13 Apr 2026 · Post · 747 likes · 55,821 views · 20,264 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
06

Earmuffs Intro Reel

12 Apr 2026 · Reel · 105 likes · 28,885 views · 16,501 reached

Replay frame
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
07

Infrared Thermometer Post

9 Apr 2026 · Post · 84 likes · 23,677 views · 12,764 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
08

Baby Bathing Education Reel (Bather)

— · Reel · 740 likes · 71,700 views · — reached

Caption
Content
09

New Store Opening — Mawasiliano

4 Apr 2026 · Reel · 161 likes · 14,361 views · 10,507 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
10

Soft Carrier Reel

1 Apr 2026 · Reel · 369 likes · 29,756 views · 19,614 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
11

Earmuffs Safety Reel

— · Reel · 275 likes · 21,688 views · 13,530 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
12

Baby Bath Basin Reel — Beseni

6 Mar 2026 · Reel · 499 likes · 44,348 views · 21,605 reached

Caption
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
13

Baby Cot Safety — Co-sleeping Story

11 Feb 2026 · Reel · 1,430 likes · 100,569 views · 59,290 reached

Caption
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
14

Baby Beds Showcase Reel

9 Feb 2026 · Reel · 320 likes · 26,044 views · 18,151 reached

Caption
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
15

Travel Cot Reel — Safari

7 Feb 2026 · Reel · 738 likes · 54,238 views · 35,066 reached

Caption
Content
Insights — Audience age
Insights — Audience gender
Insights — Overview
16

Starter Packs Announcement

5 Feb 2026 · Reel · 76 likes · 15,462 views · 7,608 reached

Content
Insights — Audience age
Insights — Audience gender
Insights — Overview