622% digital surge for a baby brand on the rise

Bababing came to HUB with clear goals: a record-breaking Black November and a consistent stream of sales to match their ambitions.

Their digital channels weren’t pulling their weight. PPC and paid media had been neglected, with the budget focused heavily on brand terms rather than reaching new customers. The campaign structure was generic, with a catch-all approach that sent traffic to the homepage no matter what people were searching for. There was no tailored ad copy, no specific landing pages, and no way to push priority products.

Paid social was overinvested but underperforming, and email marketing wasn’t being leveraged effectively.

Meanwhile, brand messaging needed to be pinned down. Bababing had strong brand guidelines, but they weren’t leaning into what actually made their products stand out: stylish design that doesn’t sacrifice practicality.

The clock was ticking. Black Friday was approaching, and Bababing needed a full-service strategy that could turn things around – quickly.

We got stuck in before the contract was even signed. This pre-planning meant that when Bababing officially came on board, HUB hit the ground running. Within a matter of weeks, we had new campaign structures in place for PPC and social, fresh creative assets ready, redesigned email templates, and a full strategy mapped out.

We rebuilt Bababing’s brand messaging to focus on what parents actually care about: stylish, practical products that make life easier. No fluff, just clear USPs that focused on the real-life realities of parenting.

On the PPC side, we split out campaigns to focus on non-brand activity. Instead of focusing the budget only on brand terms, we targeted customers actively searching for baby products. Each campaign now had tailored ad copy, specific creative, and landing pages designed to convert, not just capture clicks. This structure meant we could optimise effectively, pushing high-margin products when it made commercial sense.

Paid social shifted focus, too. Rather than trying to capture already intent audiences – which Google and PPC already covered – we used paid social to build brand awareness and showcase products visually. Bundle deals, seasonal offers, payday sales… Paid social became the place to shout about what made Bababing worth buying.

Email marketing got a glow-up. We used paid social to build a VIP early-access list ahead of Black Friday, with exclusive deals, early access, and a direct line to engaged customers ready to buy.

All of this was supported by a refreshed organic social strategy across Instagram, Facebook, and TikTok – personality-led content, motion-heavy creative, and a feed designed to engage and convert.

And because HUB’s creative and paid media teams work in tandem, everything was connected. The messaging in ads matched the email campaigns. The visuals on social fed into PPC creative. We had integration at every level.