Caring for Today's Babies and Tomorrow's Parents
For over 25 years, Babymoov has been working with parents and childcare experts to develop ingenious products—solutions “designed for life”—to offer parents the most suitable solutions.
Based in Clermont-Ferrand, Babymoov has expanded into Europe, Asia, and the United States by establishing local subsidiaries to better meet the needs of expectant and new parents.
Today, the Babymoov brand is distributed in more than 70 countries around the world.
The Challenges Ahead
- Restructure the entire account
- Increase the account’s ROI
- Work to build and enhance brand awareness
And what’s the biggest challenge?
Achieve an ROI similar to that of France. This ROI was achieved largely through the “search branding” campaign, which the U.S. strategy could not rely on, as it had a low budget due to limitations imposed by search terms.
Our Strategy
Assessment of the Current Situation
Our experts began by conducting an audit of the current situation so that they could propose a relevant and effective restructuring strategy based on the data already collected.
Brand Immersion
Next, it was important for our teams to immerse themselves in the brand’s world. To understand its needs, challenges, and pain points—as well as its products: which ones work well, and which ones don’t. What are the seasonal trends? What are the price ranges? What have been the past successes and failures?
Collecting all of this information allows us to build on what already exists and thus offer a 100% customized strategy, saving time and leveraging the insights you’ve gained.
Analysis & Proposal
Analyzing the results of previous and ongoing campaigns also yielded some interesting data, particularly regarding keywords.
Thanks to this initial comprehensive analysis, we were able to propose a campaign structure focused on ROI rather than sticking to a simple product categorization. By ensuring that our campaigns become profitable quickly, we have more resources available to create campaigns focused on visibility and engagement or to conduct A/B tests on other campaign and bundle ideas.
Focus Group
To maximize results, we conducted several tests on content and audiences to ensure a high level of engagement.
The Challenges Ahead
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Once the campaigns were set up, the overall ROI improved, but several adjustments had to be made to avoid overspending on less profitable products. Several optimizations were implemented, including adjustments to bids, the daily budget, and the allocation of products within “Perf Max” campaigns. The challenge was to maximize conversions on the highest-end products without compromising the performance of the loss leaders.
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Generic “Search” campaigns faced stiff competition, requiring constant adjustments to the budget and bids to ensure consistent ad delivery. To gather data on these campaigns, the campaign objective was also changed to increase ad delivery.
Some figures
A rise in both results and spending, which impacts ROI, especially with the launch of generic campaigns.
Despite this, the ROI remains higher than what the account achieved during the period prior to the restructuring.
Traffic and visibility
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