Silver Cross is the company that invented strollers. Yes, you read that right! Founded in 1877 by William Wilson, they revolutionized baby transport by inventing the world's first pram. Known for its craftsmanship and design, the brand earned a royal seal of approval and was dubbed the "Rolls-Royce of Prams" by the mid-20th century.
As Britain's leading pram manufacturer in the 1960s, Silver Cross expanded globally by the 2000s, selling products in over 70 countries. Still based in Yorkshire, England, they continue to push-forward in a highly competitve market, having served over 10 million parents worldwide in more than 100 years.
They wanted to reach high-profitability public while exploring new audiences and expanding on brand and category awareness.
The Pain Points of our Client:
Inefficient PMax Setup
PMax campaigns were not getting desired purchases. ROAS and MER struggle.
Budget Constraints
Limited budget, high ROAS expectation, and also wanting to achieve year-over-year growth.
High Competition
Dynamic and saturated market overshadowed the brand’s Unique Value Proposition (UVP) and drained customer loyalty.
Our Chosen Strategy:
Multi-Channel Approach
We leveraged Google's vast search capabilities, Pinterest's visual discovery platform, and Facebook's social networking power to create a cohesive brand experience across these diverse channels, driving engagement and sales.
PMax Campaign Segmentation
Divided PMax into 3 different campaigns for the different product groups: strollers, accessories, and the Slumber Crib. We found it easier to scale each product individually based on their results, rather than having all products in one campaign.
BFCM Build Up
Aligned with the proximity of Black Friday and Cyber Monday, we prepared and experimented with different ad creatives to enhance the Unique Value Proposition (UVP) to lift sales and brand awareness.
Our team of growth experts conducted research in analogous and successful DTC eCommerce brands in the Kids and Baby Space, in order to prepare a step-by-step action plan while checking the historical results, methods, and pain points of the client.
Strategic Experiments
We used a multi-channel approach consisting of Google, Pinterest, and Facebook as our primary channels and had an experiment tracker with key tests to generate insights and improve performance. We implement the Scientific Method in Marketing to improve performance.
Optimized Copy, Assets, and Product Listings
We tested dozens of promotions and sales tactics to understand the users' decision drivers. Additionally, our flexible content creation efforts helped the brand leverage organic traffic to boost performance and conversion rates.
Sustainable Scaling
After generating the initial results within, we identified the key audiences, the primary and secondary channels, and the top-performing creative angles. With it, we scaled the budget to boost results and initiate strategy stabilization.
How can Instagram and Facebook Boost Sales for a Kids & Baby Retail Business?
Instagram and Facebook boost sales for Kids & Baby Retail Businesses by showcasing attractive product visuals, targeting ads to potential customers based on specific demographics, and offering shoppable posts for direct purchases. These platforms also help build a loyal community through interactive content, fostering brand loyalty and encouraging word-of-mouth referrals.
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
Cluster Magic
Tap into the power of organic search traffic to boost your brand's growth.
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