Work

KOLCRAFT

SELLS OUT AMAZON INVENTORY IN JUST 46 MINUTES

THE SITUATION

In 2005, Contours Baby hit the market with the goal of serving as the premium brand that new and existing parents depend on for innovative, award-winning baby products. Even with proven success in the 13 years since its inception, Contours Baby was still relatively unknown amongst their main target. It’s parent brand, Kolcraft, had to convince consumers to keep Contours Baby top-of-mind when considering their baby product needs, starting with the newest addition to the Contours Baby family – the Bitsy stroller.

AKA developed a data-driven, hyper-targeted digital content creation and distribution strategy to get the attention of the shopping-savvy parents that Kolcraft aspired to reach. We certainly got their attention,
 in less than three weeks, we helped Kolcraft realize an immediate and sustaining increase in Bitsy stroller sales.

THE PROCESS

AKA collected and scrubbed first-party purchase data against third-party credit, loyalty, mobile, online and social data to gain greater visibility into the behaviors and affinities of the Contours Baby customer and develop data-driven insights based on real action and behaviors. We produced relevant video and static content to drive awareness and sales, focusing on the benefits of the high-end, yet affordable, quality stroller. We distributed this content across social, targeting the right segment in the right place, in the right context, at the right time, with the right offer. Contours Baby has experience an immediate lift in both brand awareness and sales, but has also begun to establish a two-way relationship with its consumers – a necessity in today’s e-commerce world.

KEY SUCCESS METRICS

  • Bitsy strollers sold out on Amazon’s Lightning Deal in less than one hour, causing a spillover of hundreds more parents visiting CountoursBaby.com to purchase direct.
  • ContoursBaby.com experienced an average 44% lift
 in Bitsy sales
  • buybuyBABY saw an average 19% lift in Bitsy sales
  • Parents are now searching Contours by name. Google searches for “Contours + Stroller” quickly surpassed all other search terms, with a 7% conversion rate, becoming the highest performing keyword in Google Ad search