Kabrita is a premium baby formula and toddler nutrition brand in a category where parents take their time, ask hard questions, and trust other parents before they trust a brand. Sundae built the creator content system designed for that reality — credible voices, education that respects the decision, and assets engineered to perform in paid from day one.
Goat milk formula is a considered purchase. Parents don’t decide from a hook. They read, compare, talk to other parents, and look for sources they believe — and they re-evaluate every few months as their child grows.
The standard creator playbook is the wrong tool here.
Awareness doesn’t move parents into a category like this. Polished brand ads don’t answer the questions parents are actually asking. One-off influencer posts don’t compound.
Kabrita needed a content system: credible parent and expert voices, briefs built around the questions parents bring to the category, and assets durable enough to do the work paid media demands.
Three convictions shaped the work.
Parent creators carried the everyday trust. Credentialed voices — registered dietitians and pediatric-adjacent experts — carried the category authority. The mix was deliberate: parents made the product feel usable, experts made the category feel considered.
Every brief was built around the questions parents bring to a considered category: ingredient transparency, how the product fits into routines, the transition from one stage to the next. The point was to make the product easier to evaluate.
Format variants, licensing, and reuse rights were structured before content was shot. The strongest creator assets moved into paid social without losing the credibility that made them work in the first place.
Sundae ran the program end-to-end: strategy, creator sourcing across parents and credentialed voices, briefing and review, UGC/CGC production at volume, rights and licensing, paid-ready versioning, and a performance feedback loop into the next round of briefs. The output was a working library — 100+ creator posts and UGC assets, produced and licensed for cross-channel use, with the best-performing creative folded into Kabrita’s paid media rotation.
The proof showed up in paid performance.
creator posts and UGC assets, produced and licensed for cross-channel use
within six months, 8 of Kabrita’s top 10 conversion-driving assets were creator-led content from the program
creator content helped bring CPA down across paid social, becoming the brand’s most efficient working creative
In considered categories, creator content stops being a media tactic and becomes the input the rest of the marketing system depends on. You can’t buy your way into a parent’s research process. You can earn a place in it by producing assets the brand can run against, over and over, as new parents start the same search.
“In a considered category, creator content stops being awareness. It becomes the asset layer that makes paid work.”