Redsbaby
Raising Awareness
Feeding the growth story for one of Australia's most recognised baby brands.
The Challenge
Founded in 2013, Redsbaby's mission of creating a pram designed specifically for Australian families has grown into a range of beautiful and innovative baby products all made for the same purpose - to enrich the family journey.
Redsbaby engaged Yoghurt Digital to get a better understanding of their customers - their motivations, frustrations, and how they used the Redsbaby website. The end goal was the development of a customer-centric optimisation plan to improve the overall digital experience for Redsbaby customers.
Our Approach
Our optimisation approach started with deep UX resarch - both qualitative and quantitative - including website usability analysis, analytics modelling, heat mapping, in-person customer interviews and customer to build a behavioural profile of Redsbaby customers and their nuances.
In parallel with the UX research component, we also overhauled the entire structure of Redsbaby's Google Ads account, splitting out their search campaigns into highly segmented, highly targeted ad groups to allow us to have greater control over performance and budget allocation, while also having clearer visibility on the major growth drivers. This level of granularity gave us more optimisation opportunities and gave Redsbaby a strategic edge.
Using our learnings from the UX research project, we tested updated ad copy across both search and social campaigns that was designed to speak more personally to their customer base. We also built new audiences based on the persona profiles we developed during the UX project.
The success metric for Redsbaby wasn’t just online revenue. When COVID hit, their Demo Day strategy quickly pivoted to an “online experience”, where we drove sign-ups for an online event rather than an in-person event. And it was our deep understanding of their business and agile working methodology that allowed us to work closely with the Redsbaby team to quickly scale these campaigns and drive more sign-ups for their events, given the reduced geo-restrictions that an online event offers.
It was refreshing to work with industry experts who are passionate about their craft and who stay on top of industry developments/ trends. Daniel and the team at Yoghurt brought a level of professionalism, consumer data intelligence and market insight that was perfectly suited to our business growth plans, allowing us to scale performance and provide users with a better brand experience. With no stone left unturned, Yoghurt simplified growth acquisition with data-fuelled recommendations that truly amplified channel engagement and consideration.
