Introduction

It all started with a simple question…why can’t nappies be better? Peachies set out to engineer a super soft nappy with unrivalled absorbency, next-level liquid capacity and no nasties.

The situation

Peachies was struggling to acquire customers profitably and had a hard time growing revenue. They had no systems in place for creative output and were relying on the same ad creative for months on end.

Optimized approach

We started by implementing a post-purchase survey, sent out a survey to existing customers and went through customer reviews to understand why people were purchasing. We were able to identify 3 main areas:
- Parents struggling with overnight leaking nappies and their baby waking up
- Regular diaper brands causing nappy rash and skin irritation
- Parents looking for an eco-friendly alternative

Creative strategy & Output

We tailored all our creative efforts around these 3 angles and sourced UGC content from creators that allowed us to consistently come up with new ad creative. We focused on review style content where moms were comparing Peachies nappies to other nappy brands.

We also implemented whitelisting where we ran our winning ads through the branded Instagram handle, but also through the creators' handle for extra social proof.

Landing pages

We built different listicle style landing pages around our 3 main angles (leaking nappies, nappy rash & eco-friendliness) and focused on the main pain points parents were struggling with.

Introducing a new offer

Going for an immediate subscription is a hard sell, so we built out a new offer where people could order a £15 trial pack, try the nappies for themselves and then turn into a subscriber.

Conclusion

By focusing on our core pillars: better, more consistent flow of ad creative, landing pages around main problems parents are facing with existing diaper brands, and introducing the new offer, we were able to increase revenue by 133% in just 3 months and decreased our new customer acquisition cost by over 60%.