Erica Buxton (pictured at top), CEO of Hello Bello, is a featured speaker at the 2023 ANA Digital & Social Media Conference July 17–19 in Carlsbad, CA. ANA Senior Director Leah Marshall recently sat down with Buxton for a pre-conference interview.
Leah Marshall: Tell us about your role at Hello Bello and what drew you to the company?
Erica Buxton: I am the CEO of Hello Bello, a hyper-growth, consumer goods and e-commerce company co-created by Kristen Bell and Dax Shepard. I oversee all aspects of the business and focus heavily on our internal and external growth. But what really drew me to the company is that we are so much more than diapers and personal care for babies and family -- we're a mission-driven business at our core who believe in "Premium for All." Our mission is to help create a community of parents that celebrates, embraces and supports all parts of parenthood -- and to create premium products that help make parenthood better and easier for all families, not just the ones who can afford it.
Marshall: Hello Bello has a massive social following with 455K followers on Instagram. How has the five-year-old brand built such an engaged community?
Buxton: I believe it’s a combination of several factors which starts with our authenticity. We are transparent, self-deprecating and fun -- because we know that the parenting journey isn’t easy, and it takes a community of support. Additionally, our products really do live up to the hype. They are exceptionally well formulated, designed and manufactured. We take great pride in our zero-waste diaper design and quality control, so we can deliver the highest quality product at a price families can afford, allowing parents to feel like they are doing their best. Also, the popularity of our co-founders certainly helps!
Marshall: Can you share a teaser of what you'll be presenting at the Digital & Social Conference?
Buxton: Hello Bello was created to be a community that celebrates and supports all parts of parenthood. We are not the "everything is clean and perfect" parenting brand. We are the "things are loud, messy and stinky but those moments of joy are irreplaceable" parenting brand. We stand with our community that acknowledges everyone’s just out here winging it -- and that’s A-O-K. The one thing I know for sure is that parenthood always seems better, and a little bit easier, when we do it together.
Marshall: How would you describe Hello Bello’s culture?
Buxton: I am proud that much of our senior leadership are working parents. I know the demands of hard work, but also the importance of balance and time with family, because I live it every day. It’s important that as a company, our employees feel empowered to strike that balance for themselves. We’re actively listening and making sure their voices are heard. Our culture is based on shared values of respect, honesty, reliability and care.
The ANA’s 14th Annual Digital & Social Media Conference will feature speakers from United Airlines, Unilever, e.l.f., ESPN, Ergobaby, Hello Bello, Hyundai, California Pizza Kitchen, DoorDash, Nationwide, Audacy, Movers+Shakers, MTailor, and more. This year’s Conference will kick off with a half-day of interactive trainings on key digital and social topics from marketing on TikTok and reaching multicultural audiences on social to ambassador programs, loyalty programs, and retail media networks. In-person attendees will have 8 training courses to choose from led by marketing leaders handpicked for their creativity, track record of success, and ability to translate specific digital skills into tangible marketer actions. Full program info at: https://www.ana.net/content/show/id/ms-dsmc-jul23-agenda.
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