About Bobbie
Bobbie is the purpose-driven organic infant feeding company that exists to build a parenting culture of confidence, not comparison. Founded in 2018, Bobbie hit the market with its flagship European-inspired formula in 2021 as the first direct-to-consumer, subscription-based infant formula in the U.S. Today, it’s proud to be the only mom-founded and led infant formula brand in the world, and the fastest-growing in the U.S. since the 1980s. Bobbie is focused on providing purposefully sourced, USDA Organic products made with simple ingredients – crafted right here in America, for American families.
The Challenge
Bobbie needed to build awareness and drive rapid adoption of their new USDA Organic Whole Milk formula in New York City. The campaign aimed to engage new mothers, families with infants, and working parents in high-traffic neighborhoods like Williamsburg.
The Strategy: OOH Planning Focused on Data
Having launched numerous OOH campaigns across NYC, the OneScreen Media Planning team knew exactly where Bobbie needed to show up in outdoor ads, and how many OOH impressions were needed to deliver results.
Starting with information from the 100+ data sources we utilize for campaign planning, we identified the right formats and vendors to fit Bobbie’s focus.
The Results: High Engagement, Massive Visibility
During the 5-week launch campaign, OneScreen delivered results that exceeded expectations:
1. Massive Reach with Greater Efficiency
- 139.7M total impressions, far surpassing the planned 38.6M
- Guerrilla wildpostings expanded placements by 267%, amplifying visibility
- Campaign CPM dropped by 72% (from $2.65 to $0.69), maximizing reach at a lower cost
2. Strong Digital Engagement and Conversion Lift
- Website visits: +110% among exposed audiences
- Subscriptions: +237% lift
- Starter Bundle sales: +201% lift
- Checkout completions: +189% lift
More people chose subscriptions (46) over one-time bundles (12), showing strong trust and long-term purchase intent.
3. Format Performance and Added Value
- Large wallscapes drove the highest online engagement
- Compared to Bobbie’s prior single-bulletin campaign, site visits grew 5x and checkout completions grew 8x
- Several wallscapes stayed live beyond the campaign, extending reach and delivering extra value
“Out of home is a powerful tool for taking a stance. It meets people out in the real world, in real time. You can’t click past it. You either feel something or you don’t. We worked with OneScreen to make this a reality for our Organic Whole Milk launch, so we could get loud about the science-backed research that went into making this a first-of-its-kind product. This proved education doesn’t have to be boring — it can be bold, informative, and on-brand.”
Blair Pfander, Bobbie Creative Director and Mom of Three
To see how we can replicate effective, multi-city campaigns like this for your brand, let’s talk.