The Challenge

In 2021, GoBabyGo approached us after hearing about some of the results we’d delivered for another brand they knew. What they were looking for wasn’t just performance management - they wanted a deeper strategic involvement. Someone who could help them expand, clean up their digital setup, and support their overall growth strategy online.

They had plateaued in Denmark and needed a way to boost profitability in their core market, while also building momentum in new ones. On top of that, they faced seasonal swings they hadn’t fully tackled - assuming it was just the nature of their business. But we saw something different: their products could actually be used year-round. And more importantly, their core audience, new parents with babies aged 1–2 years, was highly specific and short-lived, meaning they constantly needed fresh inflow of new customers.

Paid Social: Meta & Snapchat

As always, we started by reviewing their full setup – checking everything from tracking and attribution models to campaign structure and historical data. Were the results view- or click-attributed? What had actually driven performance in the past?

From there, we built a plan:

• What content would serve as the baseline setup?

• What could be leveraged seasonally?

• Which content formats made sense – and how could it be produced?

GoBabyGo is a highly functional brand, built around solving a very specific need. So we leaned heavily into testimonial content, showing how the products had helped real customers. We also repurposed older product videos to demonstrate use cases visually - a format that both converted well online and gave new parents a better understanding of the product when seeing it in retail environments.

Google Ads

Their setup on Google had been very limited. Revenue came mainly from brand searches, supported by a single Performance Max campaign.

We rebuilt everything from the ground up:

• Implemented Profitmetrics for server-side tracking

• Activated profit-based bidding

• Optimized the product feed via DataFeedWatch, tagging and structuring product data properly

We then:

• Categorized all products into A/B/C groups - based on POAS, CAC, margins, and demand

• Launched a structured approach combining PMax, Shopping, DSA, and Search campaigns

• Built out specific search campaigns by category and collection

On top of that, we made sure product names and ad copy matched search behavior in each target market, especially important internationally. That meant spending time researching the right product names for each country and language, ensuring that feed titles and search campaigns showed up where they mattered most.

Email Marketing

There wasn’t much in place when we started - which was risky, given how short GoBabyGo’s customer window is. We had to maximize value in the short time we had users in the funnel.

So we:

• Built out a complete automation structure

• Designed flexible templates and campaign plans

• Enabled the in-house team to manage campaign emails themselves

This gave them a solid foundation to drive LTV and profitability, while keeping retention efforts aligned with the aggressive acquisition work we were doing.

Strategic Consulting

Growth was the goal, but it needed to be cash-flow positive. Like many of our DTC partners, GoBabyGo was self funded, and every investment needed to yield real returns.

We focused on:

• Using Profitmetrics to track against profit goals, not just top-line growth

• Restructuring the website for better conversion performance

• Increasing AOV to reduce shipping cost impact, which was eating into margins on smaller baskets

• Refining messaging and product framing across channels to increase relevance and buyer confidence

We also worked on seasonality planning, so they could break out of the high/low swing and unlock more consistent performance across the year.

The Results

• +20% conversion rate uplift on-site

• +7% increase in average order value, helping improve shipping related margins

• Expansion into new countries

• More consistent performance across high and low seasons

• More structured, insight-driven marketing setup