This project introduced an expert-led influencer collaboration for Celia Nutrition Türkiye, featuring pediatric/parenting educator Esra Ertuğrul, to build trust with parents and mothers of newborns through short, practical video content. The focus wasn’t “promotion-first”, it was value-first: answering real questions new parents search for every day, in a calm and credible tone that fits the sensitivity of the category.

The campaign was structured as a series format on YouTube, making the content easy to binge and discover over time. Each episode tackled a clear topic (breastfeeding, milk adequacy, common challenges, positioning, preparation, and early-stage nutrition routines), helping Celia stay present in the parent journey as a supportive, informative brand rather than a sales message.

Organic “Viral” Reach (No Promotion)

A strong sign of product–audience fit was that the series generated high view numbers organically, without any paid promotion. Several videos performed like evergreen “mini-viral” content in the parenting niche—driven purely by search intent and shares. For example, “Yeni Doğan Bebeklerde Beslenme Sıklığı” reached ~21K views, and “Doğru Emzirme Uygulaması” reached ~17K views, proving the expert-led format could scale through value and relevance alone.

Beyond production, the work included coordinating the content plan, aligning the script direction with brand guidelines, managing publishing consistency, and shaping the visuals/titles to maximize clarity and click-through; so the series feels like a reliable “mini library” for new parents and an evergreen trust asset for the brand.