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Burrito Baby
Case Study
975%
in 2 Months
325%
Decrease In CPA in 30 days
85%
Increase in AOV in 30 days
Ad Platforms Used:
About The Brand
Burrito Baby, an emerging star in the Australian baby products market, debuted its online presence in 2019 with a heartfelt mission: to make the first months of parenthood smoother and more joyful. Recognizing the transformative power of high-quality, comfortable, and safe baby swaddles, Burrito Baby was established to fill a gap in a market saturated with generic and uninspiring baby essentials.
We connected with the Marketing Manager, Natalie in early 2023, who shared their journey of transitioning from a consumer dissatisfied with the available baby products, to an innovator in the baby care industry. Burrito Baby's dissatisfaction stemmed from the use of subpar materials and designs in existing products, which seemed to prioritize aesthetics over comfort and safety. This led to the birth of Burrito Baby, a brand that puts the well-being of newborns and the peace of mind of parents first.
Despite having an amazing product with raving review, digital marketing had yielded mediocre results for Burrito Baby. The prevailing strategy focused narrowly on solely on running different Facebook campaign types with simple image ads, neglecting the vast potential of high-converting story-telling ad creative.
Seeing an untapped market of new and expectant parents eager for products that blend safety, comfort, and style, we identified an opportunity to reposition Burrito Baby as a companion in the early stages of parenthood. Our strategy diverged from the customer-first approach to a story-driven ad creative that highlights the brand's purpose, its commitment to quality, and the real-life experiences of parents who choose Burrito Baby.
Within just a few months of implementing this new strategy, Burrito Baby experienced its first record-breaking sales quarter. This surge was not just in revenue but also in brand engagement and community growth.
This case study delves into the transformative strategies and creative approaches that catapulted Burrito Baby into the hearts and homes of Australian parents
Video Ad Creatives
Static Ad Creatives
Creative Testing on Meta & TikTok
First, we identified the target audience which are (1) first-time parents and (2) returning parentsThen, we digged through social media, reddits, parent communities to find our their pain points which divided into parents themselves and their babyWe then developed winning ad angles that speak directly to their pain points We rolled out initial tests to test all angles to find out the best 3 angles to focus our energy in the next round of creative iterationKey Learning: New parents also worry about their own sleep beside the development of their babies. Their respond better to the real proof of baby stopped crying after being wrapped into Burrito Baby swaddle - it worked really well because you can't really fake that.
Focus on Research & Consideration Phase
With Meta Ads, the brand generated demand but capturing their demand is another storyWe created Search Ad campaign on Google Ads. But instead of driving traffic to a product page, we drove traffic to a blog advertorial landing page with written content about the product. We also targeted keywords like "burrito baby reviews" in order to target the customers at the right stage of customer journey.We also drive broad keywords like 'best baby swaddles"For each keyword group, we run SKAGs (single-keyword ad groups) to have a customised Headline & description based on customer's search term to improve CTR (Click-through Rate)Key Learnings: New-parent respond really well with long-form written content, because their developed behaviour to read parenting books to prepare for the birth of their child. As new parents, our customers do a lot of research on products that can guarantee the growth & development of their baby. They are willing to spend premium price if that what it takes. However, they need to understand the differenation of features and benefits before making a purchase
Bundling & Upsell
With a low AOV of under $60, it's extremely hard to get a decent ROAS on ad platforms.We implemented a tiered discount bundling option on the product page, where customers can choose to buy 2 products at 10% off or 3 at 15% off.We then set the 2-product bundle as the default variant that shows up when a customer lands on the product page and put a 'Most Popular' tag beside this variant.This way, customers will choose the 2-product bundle as they can see that they are paying more by buying just 1 product.Parents also understand that they will need additional swaddles anyway to swap out, so the 2-product bundle becomes a no-brainer option.5% of customers also selected the 3-product bundle for a further discount.We also set up an upsell of a mini-PDF titled "The Ultimate Parenting Guide" for $10 at checkout - that additional $10 is pure profit.This way, we increased the AOV from $54 to $98, which nearly doubled our ROAS without spending more money on ads.Key Learning: Be more aggressive with product bundling. However, don't pester customers with an upsell every time they click on something. The best places for an upsell/cross-sell are (1) once someone clicks the ATC button and (2) at the post-purchase stage.
Our Services
1. Paid Social
Scaling your business with FB, IG, Snapchat & Tiktok Ads
2. Paid Search
Get in front of the ready-to-buy customers on Bing & Google Search platform.
3.Ecommerce Development
Supercharge your website conversion rate. Make the most out of marketing dollars
4. Performance Ad Creative
Powerful consumer psychology driven ad creative to turn mere strangers into hot buyers
5. Email & SMS
Maximise your customer lifetime value with Email Automation & SMS
6. UGC Content
User Generated Content is the #1 performing creative across different industries in 2022
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