The challenge

In 2021, GoBabyGo came to us after hearing about results we'd delivered for a brand they knew. They weren't just looking for performance management; they wanted deeper strategic involvement, someone who could help them expand, clean up their digital setup, and support their overall online growth.

They had plateaued in Denmark and needed to boost profitability in their core market while building momentum in new ones. They also faced seasonal swings they'd assumed were just the nature of the business.

What we found

Two things stood out. First, their products could actually be used year-round, so the seasonal swing wasn't a fixed limit, it was a missed opportunity. Second, their core audience, new parents with babies aged 1 to 2 years, was highly specific and short-lived, which meant they constantly needed a fresh inflow of new customers. The whole system had to be built for continuous acquisition on healthy margins.

Paid social: Meta and Snapchat

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

From there we built a plan around baseline content, seasonal opportunities, and which formats made sense and how to produce them. GoBabyGo is a highly functional brand solving a specific need, so we leaned into testimonial content that showed how the products helped real customers. We also repurposed older product videos to demonstrate use cases visually, a format that converted well online and helped new parents understand the product when they saw it in stores.

Google Ads

Their Google setup had been very limited: revenue came mainly from brand search, 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

Then we:

• 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

• Built specific search campaigns by category and collection

We also matched product names and ad copy to search behavior in each market, researching the right product names per country and language so feed titles and search campaigns showed up where they mattered most.

Email marketing

There wasn't much in place when we started, a real risk given how short GoBabyGo's customer window is. We had to maximize value in the short time users spent in the funnel. So we:

• Built a complete automation structure

• Designed flexible templates and campaign plans

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

That gave them a solid foundation to drive LTV and profitability, with retention aligned to the aggressive acquisition work.

Strategic consulting

Growth was the goal, but it had to be cash-flow positive. Like many of our DTC partners, GoBabyGo was self-funded, so every investment had 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

• Increasing AOV to reduce shipping's impact on margins on smaller baskets

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

We also planned around seasonality, so they could break 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, improving shipping-related margins

• -30% cost per acquisition

• Expansion into new countries

• More consistent performance across high and low seasons

• A more structured, insight-driven marketing setup

Why it worked

We built for their reality: a short customer window and thin margins. Honest tracking, profit-based decisions, and retention that squeezed value from every new parent turned a seasonal, plateaued brand into a system built for constant, profitable acquisition.