Turning scrollers into buyers — how a bottom-funnel social strategy proved paid social could be a high-ROAS sales channel for one of the world's leading baby brands.
Chicco is one of the world's most recognized baby and juvenile product brands — strollers, car seats, high chairs, gear trusted by parents in over 100 countries. But brand recognition doesn't automatically translate into paid social performance. The ask was direct: boost brand awareness and drive real sales through social channels.
The challenge wasn't reach. It was conversion. Chicco's existing paid social presence was generating impressions but not purchases. The strategy wasn't built around the bottom of the funnel — where buying decisions actually happen. Creative wasn't passing the "parent test." And audiences were built to browse, not to buy.
We needed to rebuild the entire approach — from audience architecture to creative strategy — to prove once and for all that paid social could be a legitimate, high-ROAS revenue channel for a baby products brand.
We started with a full performance audit of Chicco's existing paid social campaigns — identifying structural inefficiencies, mis-targeted audiences, and creative that was driving clicks but not conversions. The audit set the foundation for everything that followed.
We rebuilt the audience strategy from the ground up around purchase-intent signals — retargeting warm audiences, layering in lookalikes built from buyer data, and eliminating waste from awareness-stage segments that weren't contributing to revenue. The right person, at the right moment, every time.
Baby products require a different kind of creative trust. Parents don't just buy on price — they buy on confidence. We developed ad creative that spoke directly to the emotional and functional needs of parents in buying mode: safety, convenience, reliability. Creative that stopped the scroll and converted.
Facebook and Pinterest require fundamentally different creative and bidding approaches. We built platform-native strategies for each — optimizing for ROAS on both channels independently, with channel-specific creative formats, bid strategies, and conversion tracking to maximize return on every dollar spent.
"A bottom-of-funnel social strategy. New campaigns, tight creative, and a dialed-in audience. Turning engagement into revenue — fast."
— From The Future · Chicco Paid Social Engagement
We build paid social strategies that don't just drive traffic — they drive purchases. If you want ROAS that compounds, let's talk.
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