About the Company
b.box began with two Aussie moms, Dannielle Michaels and Monique Filer, on a mission to make parenting on the go easier. It all started on a flight to New Zealand, where Dan struggled with the impossible task of changing her newborn on an airplane. Realizing there was no product to solve this common parenting challenge, the duo set out to create one. Armed with a cardboard prototype and plenty of determination, they partnered with an industrial designer and tapped into their networks (even a dad from a mommy-and-me group!) to bring their vision to life.
Since its inception in 2007, b.box—short for "baby box"—has grown into a beloved brand with over 65 awards for product design, innovation, business excellence, and consumer choice. From cafes to parks and airports, the joy of spotting parents and kids using b.box essentials never gets old. Passionate and dedicated as ever, b.box continues to deliver innovative products that simplify parenting and bring joy to families around the world.

The Business Challenge
b.box faced significant hurdles in their content creation efforts, spending thousands of dollars each month on content that failed to meet their expectations. They had been working with influencer agencies that operated on a purely transactional basis, lacking the personal relationships and creative collaboration needed to produce authentic, engaging content. This impersonal approach left b.box struggling to achieve the genuine connection with their audience that is essential for their brand’s success.
The Solution
To address b.box’s challenges, we became an extension of their marketing team, designing and executing a customized influencer program to generate high-quality user-generated content (UGC) without the hefty price tag. Instead of relying on expensive agencies, we took a relationship-focused approach, communicating directly with influencers on behalf of the brand. Our team sourced hundreds of influencers who aligned with b.box’s target audience and were eager to collaborate through product-trade agreements. This allowed b.box to collect authentic, impactful UGC content while fostering genuine connections with influencers, elevating their brand presence without overspending.
The Results
Our partnership with b.box delivered exceptional results, transforming their approach to content creation. We generated an average of 275 new UGC assets each month, including photos and videos, significantly enhancing their content library. Over just four months, we signed 45 new influencer collaborations, building a strong network of brand advocates. Additionally, we created campaign-specific UGC content for global brand use, such as the Halloween campaign, where we produced 15-20 high-quality assets for worldwide distribution. These results not only elevated b.box’s marketing strategy but also reinforced their position as a trusted, family-focused brand on a global scale.
Your Startup Operations has exceeded expectations! Not only have they over delivered on the expected deliverables, but they are organized and easy to work with. The team is very communicative via our shared Slack channel and always responsive, getting back to messages and questions quickly. The output of social engagements they do each daily is astounding while still customizing every comment and reply to feel very personal. Our follower growth has increased at a quicker rate since bringing YSO on board. But, more than that, they have delivered an impressive amount of UGC, making sure to carefully review everything and continually working to improve the process and output of creative assets. I’m so happy we brought them on board and would 100% recommend their services.
Amy Mason - Senior Digital Marketing Manager, b.box for kids