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Burrito Baby

A $60 product losing money on every order. We fixed the creative system, not the product.

975%

in 2 Months

325%

Decrease In CPA in 30 days

85%

Increase in AOV in 30 days

Ad Platforms Used:

About The Brand

Burrito Baby is an Australian baby swaddle brand launched in 2019. Their product is genuinely premium and safety-first - parents who find them love them. The problem wasn't the swaddles. It was everything else.

We connected with Natalie, their marketing manager, in early 2023. The gap between product quality and commercial reality was obvious: brilliant product, zero creative system, 0.6 ROAS.

Video & Static Ad Creatives

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1

Creative Testing on Meta & TikTok

New parents don't respond to lifestyle ads - they need proof, not inspiration.

We researched two audiences: first-time parents and returning buyers. Then we dug into what actually kept them up at night - parental sleep deprivation, baby development anxiety, whether the product genuinely works. The winning creative wasn't written by a copywriter. It came from real video of a baby stopping crying after being swaddled. You can't fake that moment, and parents know it.

We tested multiple angles, identified the top 3 performers, and iterated until we had a system that worked.

2

Focus on Research & Consideration Phase

First-time parents research like they're studying for an exam. We weren't showing up in that phase.

Instead of driving search traffic to a product page, we built a Google Search campaign to a blog advertorial - long-form written content about the product. We targeted "burrito baby reviews" and broad terms like "best baby swaddles," using SKAGs to customise headlines per search term.

Parents who came through this path were already sold on why Burrito Baby worked. They just needed to complete the purchase.

3

Bundling & Upsell

A single $54 product can't scale profitably. We needed to engineer AOV.

We implemented tiered bundling: 2 swaddles at 10% off, 3 at 15% off. The 2-product bundle became the default variant with a "Most Popular" tag. At checkout, we added a $10 PDF upsell ("The Ultimate Parenting Guide") - pure margin.

AOV went from $54 to $98 in 30 days. That's an 85% increase on the same ad spend, nearly doubling ROAS without spending another dollar on media.

The Results

Within 2 months: 975% revenue growth. Within 30 days: 325% decrease in CPA, 85% increase in AOV. Same budget. Different system.

The product was always good. It needed a creative system that proved it, a customer journey that respected how parents actually buy, and an AOV strategy that made the numbers work.