Parents want to see the finished room
A nursery is a big, planned purchase. Parents want to see how a piece will look in a real room before they buy. Plain product shots on a white background do not show that.
Lifestyle ads on Meta built the base
We ran lifestyle ads that showed the finished nursery, with a baby on the play mat and the furniture around it. Carousels let parents swipe through products in the same room.
Play mats became a hero product. The main play mat campaign alone made £42,320 of sales at £18.58 for every £1.
Big sale moments, then reminders
Around each sale we ran two kinds of ad side by side: ads to reach new parents, and reminder ads for people who had already visited. The best Black Friday campaign made £37.76 for every £1. A promotion aimed at past visitors made £33.99 for every £1.
Pinterest and Google reached parents who were planning
Parents plan a nursery well before the baby arrives. We added Pinterest and Google to reach them while they were planning and searching, not only while scrolling. Pinterest grew into the account’s biggest channel.
Why it worked
Parents plan a nursery carefully, so lifestyle ads that showed the finished room gave them what plain product shots could not. Reminder ads around sales brought back parents who had already visited: one promotion to past visitors made £33.99 for every £1. Pinterest and Google then reached parents earlier, while they were still planning.
The result
£120,365 of Meta ads brought in £2,502,769 of sales: £20.80 for every £1, and 30,935 orders. Across Meta, Pinterest and Google the ads were seen 48 million times.
