Kidsland, a boutique baby retailer located in LA, offers high-end strollers, car seats, travel gear, and baby clothes, both in-store and online. Their challenge was twofold: competing directly with brands in driving online sales and attracting in-store customers.
To overcome these challenges, we shifted our strategy from relying on supplier-provided static images to more dynamic and engaging content. We began running Reels videos which we encouraged the client to film inside the store, featuring specific calls to action to visit the location for events or in-store deals. We also adjusted our campaign focus from a broad national audience to a more localized pool of LA parents with an awareness objective, aiming to increase in-store visits with a higher volume of ad impressions.
This strategic shift resulted in highly efficient cost-per-impression, reaching hundreds of thousands of high-income local parents. A supplier-sponsored hands-on event we advertised sold out quickly, with many attendees (who were net new customers) mentioning they saw the promotion on Facebook. During Black Friday, we encouraged shoppers to explore in-store deals instead of shopping from their phones, leading to an increase in new in-store customers during this competitive weekend.
The strategy also boosted our search campaign results, regularly achieving over 1000% ROAS throughout the year. This was a direct relationship - when we ran a specific promotion only on social media, we observed an increase in purchases of that product on Google, suggesting that parents often seek more information before making a purchase decision for these items. Just by running mostly videos, we cut our Meta CPC’s in half month over month, down to $0.15 on average. For Kidsland, it was about understanding the behavior of their target consumers—wanting to compare options, look at the features, and experience the products in person—and aligning our strategy to meet those needs that led to success.