Kids Wear

This kids’ clothing brand was built with heart—organic fabrics, playful designs, and thoughtful fits for newborns through tweens. Their core customer? Millennial parents who care deeply about quality, comfort, and conscious choices. The brand had strong repeat behaviour but struggled with cost-effective acquisition at scale.

The Challenge
Despite solid Instagram engagement and word-of-mouth, paid acquisition was inefficient. Ads focused heavily on product aesthetics but didn’t tap into emotional triggers like safety, skin sensitivity, or the practicality busy parents look for. First-time buyer AOV was also lower than ideal, with most shoppers buying just one or two pieces.

1. Messaging That Speaks to Parents
   We reframed product messaging to address what matters to parents: “No scratchy tags,” “Built for spills,” and “Safe on sensitive skin.” We also leaned into storytelling—like morning routines and playdate prep—to create relatable moments in short-form video.
2. Smart Bundles for Busy Shoppers
   We introduced easy bundles: newborn starter kits, mix-and-match sets, and “day-to-night” collections. These simplified the buying decision and pushed up average order value without increasing CAC.
3. Lifecycle Flows That Nurture Loyalty
   We built targeted email flows based on the child’s age group—so a parent who bought for a 6-month-old would get relevant follow-ups when their child turned 9 or 12 months. This kept the brand top of mind and improved repeat rates.

• AOV increased by 24%, driven by bundle adoption
• New customer CAC dropped by 18%, with sharper Meta targeting and UGC-led creative
• Repeat purchase rate rose by 27%, thanks to age-based email journeys
• MER improved by 22%, allowing for more confident scaling of paid efforts

Why It Worked
In kidswear, the buyer isn’t the user—which means messaging, convenience, and trust all need to land perfectly. By aligning creative, offer, and retention with a parent-first mindset, we helped this brand grow responsibly and profitably.