Ashley Banjo X Fairy Non-Bio Official Celebrity Brand Campaign
Case Study

The Brief

Fairy launched a campaign to promote their Non-Bio range, targeting families and parents with babies. Emphasising the gentle and caring nature of the formula of their Non-Bio range, Fairy's campaign would be accompanied by the hashtag #ToMyBaby, which would encourage audiences of the campaign to share personal messages and stories of their children. The purpose of this hashtag was to fulfil Fairy's promise that for every share of the #ToMyBaby campaign, they would donate £1 to Great Ormond Street Hospital. This thoughtful campaign looked to blend purpose with promotion, and Fairy needed the perfect celebrity to promote this important campaign.

Ashley Banjo Official Celebrity Brand Ambassador

The Delivery

Fairy selected Ashley Banjo to feature in their campaign, with Ashley sharing a heartfelt Instagram post depicting his daughter laying on his chest. Ashley also shared a letter that he had written to his daughter, which expressed "As I sit here now, while you are small enough to sleep on my chest, I feel like the luckiest man alive. Before you arrived, I had it all, but now I have everything.".

By tagging #ToMyBaby, Ashley encouraged others to share wishes for their children and "spread a little love". He also promoted Fairy's powerful pledge to donate £1 to Great Ormond Street Hospital for every share or comment. Not only did Ashley's post promote the Fairy Non-Bio product, it also spread a powerful call to action for the Great Ormond Street charity.

The Outcome

Fairy’s #ToMyBaby campaign achieved remarkable success, accumulating over 5.9 million social media impressions – significantly boosting Fairy Non-Bio’s brand visibility. Ashley Banjo’s personal Instagram post alone achieved over 23K likes, resonating deeply with his following of over 1 million. 

Since Ashley’s collaboration in the #ToMyBaby campaign, various other celebrities have been inspired to show their support and have shared their own messages of wellbeing for their children. Such celebrities include Vogue Williams, Tom Daley and Matt Dawson, and their participation has further amplified the campaign’s reach and fostered a community-driven spirit. Fairy’s initiative not only highlighted the benefits of their products, but also captured the hearts of families across the country with their collaboration with Great Ormond Street Hospital.

Ashley Banjo's letter to his daughter for the Fairy Non-Bio #ToMyBaby campaign
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