Case Study

Hyper-targeted Content Creation & Distribution

When Contours Baby, the premium brand of parent company, Kolcraft, brought its newest addition, the Bitsy stroller, to market, it needed to stay top-of-mind with target consumers. The company aspired to become the go-to premium brand that new and existing parents depend on for innovative, award-winning baby products.

AKA partnered with Kolcraft to identify a comprehensive marketing strategy to increase sales for its Bitsy stroller while also focusing on its end goal of boosting the Contours Baby brand awareness.

THE CHALLENGE

Even with proven success since its inception, Contours Baby was still relatively unknown amongst its primary target. According to a June 2018 Qualtrics survey, only 5.5% of expecting and current moms were familiar with the Contours Baby brand.

THE AKA SOLUTION

Develop a data-driven, hyper-targeted digital content creation and distribution strategy to capture the attention of shopping-savvy parents.

Our Approach

AKA collected and scrubbed Kolcraft’s first-party purchase data against third-party credit, loyalty, mobile, online and social data to gain greater visibility into the behaviors and affinities of the Contours Baby customer and develop data-driven insights based on real action and behaviors.

We produced relevant videos and static content to drive awareness and sales, focusing on the benefits of the high-end, yet affordable, quality stroller. This content was distributed across paid social channels including Facebook, Instagram and YouTube, while targeting specific segments in their native channels, with specialized offers.

Our Proof

In less than three weeks, Kolcraft realized an immediate and sustained increase in Bitsy stroller sales, experiencing a lift in both brand awareness and sales. Contours Baby even established a two-way relationship with its consumers — a necessity in today’s e-commerce world.

  • Bitsy strollers sold out on Amazon’s Lightning Deal in 46 minutes
  • com experienced an average 44% lift in Bitsy sales from the Amazon spillover
  • Retailer partners reported sales increases, including buybuyBABY, which experienced a 19% lift in Bitsy sales.

Google searches for “Contours + Stroller” quickly surpassed all other search terms, with a 7% conversion rate, becoming the highest performing keyword in Google Ad search. Parents are now searching Contours by name.

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