Little Potion Co. partnered with #gifted to run a targeted gifting campaign designed to put the Wild Adventure Potion Kit into the hands of parenting creators across Australia.

Creators were gifted the full kit and given creative freedom to show how it fit into their family’s everyday life. This flexibility was key. Rather than dictating a polished script, the campaign encouraged creators to capture real moments, whether that was the excitement of an unboxing, kids in full dress-up character, or families spending an afternoon making potions together.

The campaign focused on parenting creators with highly engaged communities of mums and dads of young children, the exact audience most likely to purchase a product like this. By prioritising audience alignment over follower count, the content reached parents who were genuinely in-market for creative, screen-free play ideas for their kids.

The result was a beautifully diverse content mix. Unboxings, play-along videos, family bonding moments and kids absolutely losing their minds over the kit (in the best way). From Instagram Reels showing the magic of the first reveal, to in-feed posts capturing imaginative play in action, the campaign delivered a content library Little Potion Co. could repurpose across their own channels for months to come.

Why it worked: parents trust other parents. By placing the product in real family moments, with real kids, the campaign tapped into the kind of word-of-mouth recommendation that paid ads simply can’t replicate. The cuteness factor didn’t hurt either.