Mums increasingly rely on friends and family for recommendations of baby and children’s products. No one knows when a child might be ill, but mums typically purchase paracetamol for the first time immediately prior to their baby’s initial routine vaccinations. We created a word-of-mouth campaign to find Influencers within groups of mums with young babies, then asked them to try the product and pass on the message to their friends. Instead of overt marketing the message is naturally running its course. Though young, the campaign has seen sales rise 10%.