Case study: promoting a children's store through targeted advertising
Work progress
Project
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A store of children's goods for children of any age, children's furniture, goods for babies.
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The purpose of advertising
"Conversion" - the goal of this advertisement can be any direct link where you can interact with the product or service. In simple words - leads the client to the final goal through the funnel.
For example - paying for the product, adding it to the cart, or filling out the return form on the website. To do this, you need to install the Facebook Pixel on your site. Our specialist can do this with the help of your programmer, or independently if your site is on the Tilda platform. The pixel helps to track and collect all the visits and actions of people who came from advertising on Instagram and Facebook.
A person who is interested in your advertising offer clicks on the interaction button and gets to the right page where they can buy your product or service.
Budget
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In the first month, $150 was spent on the test.
Then the advertising budget was $1,600 per month.
Advertising is done across Ukraine.
The average price for conversions is $4.5
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Settings
More than 12 different audiences and 68 interests were used.
The time frame for launching an advertising company is 48 hours, during which time we made 5 creatives for 5 companies, checked for compliance with Facebook rules, and fully launched the company.
Goals for promoting a children's goods store on Facebook and Instagram
The main objective of the advertising campaign was to attract new customers to the children's store, build trust in the brand, and increase the number of online orders.
Our priorities were:
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a steady flow of applications through social networks;
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increasing the store's awareness among parents;
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creating a positive image of the company as a reliable supplier of children's goods.
The target audience is parents of children aged 0–12, young families, pregnant women, and grandparents buying gifts for their little ones.
How we organized the Kids Store advertising strategy
To achieve maximum results, we used a comprehensive approach to advertising customization.
Technical training and analytics
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We connected Meta Pixel to track conversions.
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We have established end-to-end analytics to monitor all key indicators.
Creatives that attract parents' attention -
10 advertising creatives (banners and videos) were created.
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Bright colors and visuals associated with a child's world were used.
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Offers: "20% discount on your first order", "Only certified products for children", "Delivery across Ukraine".
Audiences and segmentation for maximum effectiveness -
Main segments: young parents, pregnant women, buyers of children's toys.
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Additional segments: grandparents looking for gifts.
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Look-alike audiences by customer base launched.
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Retargeting was used for those who browsed the site and abandoned their cart.
Results of promoting a children's store through social networks
5000+ website visitors in the first month.
The CTR of the best creatives is 4.1%.
250+ requests and orders from Facebook and Instagram.
The average cost of a lead is from $1.8.
More than 70% of new customers made repeat purchases.
Retargeting and repeat sales are the key to success
We paid special attention to retargeting: ads were shown to those who abandoned their cart or interacted with the brand. This allowed us to bring back users and significantly increase conversion.
Conclusions and recommendations for the further development of Kids Store
Promoting the children's store on Instagram and Facebook has proven to be effective. The campaigns not only brought in new customers, but also strengthened trust in the brand.
For further growth, we recommend:
run dynamic ads with a catalog of children's products;
add customer reviews in video or story format;
implement a Telegram bot for quick orders.
Thanks to a competent strategy, targeted advertising ensured a stable flow of customers and increased repeat sales.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising for an online store for children
Targeted advertising of an online store for children allows you to turn random views of bright photos into real orders for clothes, toys, accessories and developmental products. Parents constantly see “something for children” in their feed, but they choose only those brands that they trust and where they quickly understand: what kind of product, what quality, how delivery and payment work. In this case, targeted advertising of a children's store was built around clear needs: clothes for the season, a birthday present, educational toys, school supplies. Campaigns on Instagram and Facebook led not to an abstract main page, but to thematic selections and specific categories, where parents immediately saw the current sizes, prices and conditions. Thanks to this, targeted advertising of an online store for children turned into a stable sales channel, and not just a source of likes under beautiful photos.
The niche of children's products and the initial conditions for launching targeted advertising
The children's goods market is both emotional and rational. Parents are willing to spend money on their children, but they pay close attention to quality, safe materials, fabric composition, and reviews. The online store for children already had a catalog of clothes, toys, and accessories, a base of regular customers, and profiles on social networks. Photos of new products, seasonal selections, and stories with discounts were published. However, the main traffic came from searches and recommendations, and social networks did not provide a stable flow of orders. Previously, targeted advertising for a children's store was launched sporadically for promotions or sales, without a clear structure, analytics, and distribution by product category. As a result, part of the budget was spent on untargeted impressions, and there were fewer orders than there could be. That is why the task arose to build a systematic targeted advertising for an online store for children with a focus on sales, not just reach.
Challenges of targeted advertising in a children's store and parental behavior
Promoting children's products through targeting has its own special difficulties. Parents often save products "for later", compare prices in several stores, read comments, see if there are real photos of buyers. If targeted advertising for a children's store shows only a bright picture without specifics, most users will simply scroll through the ad. Additionally, the complexity is created by a wide audience: some are looking for a bodysuit for a baby, others - a backpack for school, and still others - a gift for the holiday. Universal creatives work poorly, segmentation by child's age, type of product, season and budget is required. It is also important to consider trust: honest descriptions, certification, reviews and clear return conditions are critical for children's products. These factors formed the basis of the targeted advertising strategy of an online store for children.
Targeted advertising strategy for an online store for children on social networks
The promotion strategy was based on dividing campaigns by product categories and audiences. Advertising for children's clothing, toys, educational products, school accessories, and gift sets was separately highlighted. For each direction, separate creatives and landing pages were created: for example, selections "for autumn for kindergarten", "birthday gifts", "ready-made set for school". Targeted advertising of the online store for children was adjusted to parents with children of a certain age, with interests in motherhood, upbringing, and children's brands. Some campaigns were optimized for site visits and adding to cart, others for requests in Direct to clarify sizes, availability, or sets. Remarketing returned those who had already viewed products but did not complete the purchase, showing them remembered positions or similar offers.
Creatives, product photos, and trust language in targeted advertising for parents
Properly designed creatives played a key role. Instead of "catalog" photos, live images were used: a child in clothes on a walk, a toy in his hands, a set on a crib or table. The texts of the targeted advertising of the children's store emphasized safety, materials, ease of care, and the real tasks of parents: that the clothes do not "twist", tolerate washing well, the toy is safe and interesting, the set is suitable as a gift. The delivery terms, the possibility of exchange or return, and the availability of reviews were necessarily emphasized. To increase conversion, soft triggers were added: limited-time selections, profitable sets, free delivery from a certain amount. This approach made the targeted advertising of the online store for children more convincing and closer to the real needs of parents.
Results of targeted advertising for a children's store and growth opportunities
After several waves of optimization, targeted advertising for an online children's store achieved stable performance in terms of the cost of adding to the cart and placing orders. The share of purchases from social networks increased, and traffic became better: parents spent longer browsing the catalog, more often added several items at once, and used ready-made selections more actively. Remarketing campaigns returned some of the customers who had postponed their purchases and helped them "pick up" orders before the change of season. Analytics showed which product categories, creative formats, and audience segments give the best payback, which allowed redistributing budgets in favor of the most profitable areas. The next steps were the launch of seasonal collections with separate funnels, a test of video formats, and an expansion of the loyalty program. In such a model, targeted advertising for a children's store becomes a long-term growth tool, not a one-time campaign.