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Babocush
How this baby brand’s sales skyrocketed through a full-service marketing approach
Who are babocush?
Developed and founded by Kerry Nevins, babocush is a baby/infant product brand, selling a range of products developed to soothe symptoms of colic and reflux, relieving stress for mothers with fussy babies. babocush had big ambitions to develop their brand in a range of new markets, and wanted a full strategic growth strategy to get them there.
What was the struggle?
Throughout 2019, the brand was struggling to get sales through online advertising and organic social media at a profitable CPA and ROAS. Because of this, they required a full strategic overhaul. On average, they were receiving a few sales per day. Whereas, Kerry knew her product could be massive!
To take the company to the next level, babocush wanted a full-service approach for their Digital Marketing, availing of Google ads, Facebook ads and other advertising as well as content development, social media management, user experience and SEO.
In late 2019, babocush approached Digital 24, having engaged with us before for a product launch, to fulfill this.
The results of Digital 24’s full-stack strategy
SEO & UX auditing and Conversion Rate Optimisation (“ CRO”)
Digital 24 started work with babocush by completing a full SEO and User Experience audit of the website and offering, working initially to identify key areas of improvement on website conversion rate optimisation (CRO).
Digital 24 worked closely with babocush’s developers to ensure all elements highlighted within the audit were fulfilled. This audit and the following fixes ultimately resulted in a 104.63% improvement in website conversion rate.
Search Engine Optimisation (“SEO”)
For SEO, Digital 24 deployed a range of key methods of ranking improvement in core locations for babocush including a content strategy as well as core internal site improvements.
Digital 24’s work in SEO resulted in a 200-500% increase in rank across a range of agreed target keywords in less than one year, reaching first place position on a wide number of competitive prospecting keywords within their target market for the brand.
Organic Social Media
babocush wanted a consistent feed and engagement growth strategy to begin delivering sales from their organic social media efforts. With an already established audience, it was Digital 24’s job to begin delivering engagement as a core KPI.
Overall, work to improve social to website engagement across existing channels and through introducing new platforms for the brand improved traffic acquired from Social sources by over 20% year-on-year. On Facebook and Instagram, the total count of “engaged” users increased by 17.7x.
In total, this resulted in organic Social Media becoming a feasible sales channel for the brand.
Digital Advertising
Primarily working with Google ads and Facebook ads, Digital 24 optimised the two existing channels with a core focus on Return on Ad Spend (“ROAS”) and set agreed-upon KPIs and goals with Kerry. The initial months were spent testing audiences, segmentation, channels and creatives to find the perfect formula for affordable sales.
From there, Digital 24 was able to offer consistent improvement month-on-month for sales figures as well as ROAS – offering a full-fledged scalable strategy.
Since November, Google ads and Facebook ads have become core drivers of sales for the brand with sales from Facebook ads and Google ads increasing by 301.98% and 1,095% respectively year-on-year.
In addition to this, ROAS improved by 109.89% and 107.31% on Google ads and Facebook ads respectively.
Advertising Through iOS Changes
Digital 24 is highly respected for being up-to-date in all areas of social media advertising. Many businesses through 2021 have been heavily affected by Facebook ads changes caused by iOS 14.5 (in case you’re unsure, we explain the Apple iOS 14.5 update and its effects on Facebook advertisers here). Throughout 2021, Digital 24 managed to successfully help babocush navigate through iOS 14.5 updates – primarily being heavily affected within the U.S. market. The brand maintained position within this market through diversification of spend portfolio and quick-acting strategic shifts discovered via our marketing connections and position as Facebook Marketing Partners.
Growth in full-strategy revenue
By September 2021, the babocush brand was making an average turnover of 117% more than in the months before working with Digital 24, becoming a multi-million dollar company.
How to work with Digital 24
If you’re interested in hearing more about how we could help your business supercharge your sales – chat to one of our friendly specialists now. Please note, we have a waiting list of brands looking to work with Digital 24. If we have limited availability, we will be able to add you to our list.
