Social media plays an important role for many start-ups. This also applies to the young diaper company Lillydoo, as managing director and founder Gerd Kullack reveals.

Over 100,000 fans on Facebook and more than 75,000 subscribers on Instagram. Founded in 2015, Lillydoo is very active and successful on social media channels. Whether the portal “Real Mamas”, the blog “Hauptstattmuttis” or the influencer Nina Bott: they all reported about Lillydoo. The Lillydoo website features statements by singer Christina Stümer, Mummy Mag blogger Camilla and The BossHoss musician Alec Völkel, among others. Gerald Kullack and Sven Bauer are behind the company, which is committed to high-quality and stylish baby care products. The two founders met at the Pampers manufacturer Procter & Gamble. There Kullack worked as a product manager and Bauer in digital marketing. Today Lillydoo employs over 180 people. The portfolio includes diapers, diaper pants, wet wipes, diaper pads and a skin care line. The products are distributed via the company’s own homepage and dm. Founder Kullack gives insights into the importance of social media for his company.

Mr. Kullack, what is the response to the Lillydoo diapers and how is the business developing?

There are three essential things on which we build and to which we owe the positive response: unconditional skin friendliness, high performance and a modern design. In addition, we make everyday life much easier for busy parents with our subscription model: They simply choose their favourite diaper design in the desired size and determine the delivery interval. We have remained true to this concept right from the start and the business has therefore developed positively for us.

What significance does social media have for Lillydoo?

For us as a digital-native brand, social media has played an important role right from the start: on social media platforms such as Instagram, YouTube and Facebook, we have the opportunity to make Lillydoo products known to our target group and to come into direct contact with our fans, followers and customers.

How important are influencers or testimonials?

The honest feedback from Lillydoo users is very important to us. We appreciate it when our customers share their experiences with others. When working with influencers, we make sure that they have tested our products extensively and that they share their personal opinions in their own words.

What would you recommend to young founders? What criteria should they use to plan their social media presence?

In our experience, there is no universal rule for social media that will outlast time and lead unconditionally to success. Especially the social media are changing fast, so you have to constantly reinvent your approach. What certainly matters is a clear social media strategy that fits your own brand, authenticity, stamina and fun with the social media.


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Link: In the baby care market, Lillydoo relies on skin-friendly diapers & co. and the use of social media.

Images: Lillydoo