Scaling Awareness and Revenue for The Kid Collective
Driving awareness, new customer acquisition and revenue through creative-led Meta and Search strategy
The Kid Collective
Children's Toys
12 months
Paid Social, Paid Search, Performance Creative
The Kid Collective
Children's Toys
12 months
Paid Social, Paid Search, Performance Creative
Challenge
While The Kid Collective had a strong product offering, low brand awareness in the market made it difficult to scale paid social at a satisfactory efficiency level. Performance was heavily constrained by limited demand at the top of the funnel, and it was unclear which creative messages resonated most with potential customers, making sustainable growth and market share expansion challenging.
Solution
Creative Testing & Market Awareness
Our Meta strategy focused on building awareness and gaining market share by systematically testing creatives to identify what resonated with The Kid Collective’s target audiences. Through a structured creative testing framework, we explored multiple angles, formats and value propositions to establish strong brand recall and engagement at scale. This allowed us to efficiently introduce the brand to new audiences while strengthening performance signals across the funnel.
Meta as a Top-Funnel Revenue Driver
We positioned Meta as a primary top-funnel traffic generator designed to drive increased order volume. Traffic was optimised to either convert directly through Meta ads or support assisted conversions via Google. By feeding high-quality, intent-driven traffic into the wider marketing ecosystem, we were able to increase overall revenue while maintaining efficiency levels and create a scalable setup that supported both immediate sales and long-term growth for The Kid Collective.
Product Categories and Bespoke Audiences
We created multiple Performance Max campaigns which split asset groups by key product categories, rather than running a single generic catch all campaign.
Each Asset Group was supported by its own tailored audiences and demographic targeting, built using existing customer data and past purchase behaviour data. This allowed us to serve more relevant messaging to the right customers, improve campaign efficiency, and drive stronger conversion performance across each product range. This segmented asset group approach allowed us to decrease CPA’s by nearly 25% vs the previous year.
Scaling Performance Effectively
We analysed customer search trends to spot product categories with high traffic but low CPC’s. We then combined this data with under-indexed products that competitors were not promoting.
By focusing budget on these opportunities, the brand was able to dominate key products and relevant categories. We increased paid media spend by 15% year on year which drove a 46% increase in revenue and a 27% rise in ROAS, showing that smart, targeted investment can deliver strong, profitable growth.
Increase In Orders Y.O.Y
New Customer Acquisition
Revenue
ROAS
Top Ads
The Graygency has been brilliant to work with, boosting our Google and Meta performance and helping The Kid Collective reach more of the right customers. We appreciate their expertise, responsiveness, and the results they deliver - we wouldn’t hesitate to recommend them.
