A detailed document on insights to grow a baby-care brand
Creatives
- Angles/Messaging types to use in ads
✅ Call the devil – The Baby-care category is filled with incumbent players, hence play the devil’s advocate and call out what’s wrong with the market product and how your brand is correcting it with your product
✅ Safety & Quality – Parents pay a premium for this, so just mentioning we have the best quality will not do, prove it
■ Through scientific tests
■ Trust of other customers
■ 3rd party recommendations
✅ Review based – Particularly a video-based review of Moms vouching for your product and each one speaking about what they liked the most in the product.
✅ Ingredient Consciousness – Every brand reveals its ingredients but few share the importance of the ingredient, to differentiate share the “Why” behind the ingredient
2. Images
✅ For the non-apparel category in the baby-care segment text-rich image ads tend to perform better as parents look to research deeper when it comes to their kids
✅ The background of the product plays a vital role in determining value of the product, make sure to keep it playful which reminds the parent of their kid
✅ Single-line educational images calling out on bad ingredients in the market product works well to plug in your product
3. Videos
✅ Most baby-care products are feel-oriented and this is experienced by both parents and baby. Hence visuals of babies feeling good ring a good tone and sends unconscious signals to the decision-maker (Parents)
✅ Follow mommy influencers and look at their content style and format with the highest engagement and copy from those in the ads
✅ Partner up with these influencers to push the product rather than partnering with beauty influencers
If you need more info on our research technique to create creatives, check this doc here
4. Website
● Images
✓ The photo gallery on website occupies the biggest real-estate on customer’s screen
✓ Apart from just lifestyle-based images, your photo gallery must have text-based images, mentioning the core benefits of the product and handle major objections of customers Example
✓ In case there is an offer live on the website, the 1st image must clearly mention the discount or the offer clearly to maximize the conversion rate and get customers excited as soon as they land on the screen
● Content
✓ Include the following information
■ For which age group is the product best suited for
■ How to use the product? – There are unaware 1st time parent
■ When to use the product?
■ Why to use the product?
■ How long does the product last
■ Ingredient list
✓ Break your content into points rather than large products
✓ Name your products which is digestible
■ Example of a bad name – [Brand Name] Baby Lotion
■ Example of a good name – GentleGlow Baby Lotion
● Structure
✓ Push for a subscription effort as most products aren’t the first-time purchase hence offer discounts on subscriptions and bundles to incentivize parent
✓ Above the price, in 3 quick points answer these objections
■ Why should they trust this product? – Use authorities they already trust -> Media publication, 3rd party lab tests
■ What does the product do?
■ Constituents of product
Check the high-converting add-to-cart structure here (video)
Retention
Parents tend to be highly loyal to baby care brands that consistently meet their needs. They often stick with brands they trust, making it crucial for new entrants to earn that trust over time. So, retention in this category will be driven by the selection of products available i.e. product assortment you offer and the all needs of a baby that your product offering can fulfill
Once ordered always send regular updates to customers on
- How to use the product?
- How many times to use it?
- What are the common mistakes to avoid?
Action plan
● For 2nd purchase always push another category other than the category of the first product to make customers aware of the product assortment of the brand
● From next subsequent purchases cross-promote and upsell based on the previous actions of the consumer
○ Cross-promote if ordered, upsell if not
● Keep a watch on the average usage days of 1st product, after that push for a refill 1st product
Ads
● Structure
✓ Each category of product must have a separate campaign, this avoids the nightmare of data mixing up and different margins for each product
✓ Create a separate campaign for both remarketing and scaling
✓ Always exclude your customers (using a customer list from Shopify) from all of your non-remarketing campaigns so the platform delivers incremental gains and doesn’t juice simply from existing customers
● Many parents appreciate bundled products or kits that provide essential items in one purchase. Promoting bundles is a good
Questions
1. How to build “Trust” with New Customers about the brand?
On Ads
– Video ads of existing customers recommending the product
– Publications or media outlets writing about the brand
On Website
– Include trust symbols/icons of notable 3rd party organizations
– Partner with an authority figure (Think Andrew Huberman for Athletic Greens) and get them to recommend product
2. What is the other best medium to grow apart from ads?
This might not be a conventional one, but organizing a community event on the category (no product promotion) is a great way to reach customers
– Organize workshops on better parenting
– Conduct webinars on How to be better parent for 1st time Mom’s
3. What are the common mistakes brands make?
● Neglecting and reaching the audience through wrong influencers. For a parent to purchase a product rather than pushing your product via a beauty influencer push it via a parenting coach as they have the authority and parents trust them
● Brands cannot stand out in ads without calling the clear differentiation their product offers against the incumbents in the market
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Thank you for reading
