Magic Cradle: A case of successful digital marketing strategy

Cuna Mágica is a Mexican company dedicated to the production of furniture for infants. Its products include cribs, dressers, changing tables, baby beds, mattresses and comforters. The approach with the digital marketing agency MHA was as follows.

First contact and objectives

Cuna Mágica approached MHA to improve its Facebook Ads campaigns. It is important to clarify that the brand had a Shopify website and paid campaigns on Google. The budget allocated to these Google and Facebook campaigns was minimal, since the website was only the channel of arrival and purchase after marketing work at exhibitions, comments on social networks, etc.

With this in mind, the goal was to create advertising campaigns focused on generating conversion. Therefore, we had to understand the user (create the buyer persona) and thus create attractive ads.

What did we find?

Having described the above, MHA conducted a site audit to understand the customer journey .

Problems with the product page . When you open an e-commerce site, you will have to compete with a whole horde of sites that are more experienced than you. Therefore, one of the tools is to create a product page. You must tell your users why your product is special. MHA proposed to improve this aspect.

The website did not communicate enough . When we entered the site, we did not see the difference or why we should buy the crib there for my first, second, or third child.

Payment Methods . We found errors in the payment methods.

Many clicks on the shopping cart , which frustrates or bores the potential buyer and makes them abandon the page.

What was done?

Rich product pages. More images, longer descriptions, materials, security, answering frequently asked questions.

Demonstrating the value proposition on the website. A common mistake is not knowing how to translate the value proposition on a website. Although Cuna Mágica already knew what it was, we had to work on that aspect as well.

Expand payment methods and make it easier for users to avoid any obstacles when making purchases.

We optimized the shopping cart and checkout process to ensure that it was completed with the fewest number of clicks and the minimum amount of information.

Paid campaigns

MHA started SEM with Google . Campaigns were created from scratch, finding and optimizing keywords, banners, titles, etc. Branding and related keywords campaigns were carried out.

However, after doing this for a month, we realized something . The goal was not to create full conversions , where the user makes the purchase. We had to understand that a crib, a changing table, and more related items are items that are reviewed in advance for the arrival of a baby, so very few of the first visits will buy them.

So, we focused our campaigns on micro conversions, specifically: add to cart . Therefore, sales became dependent on adding to cart, the user can return when their baby is about to be born.

The goal: Let's generate more carts!

Facebook and Google campaigns, therefore, had the objective of being optimized to create shopping carts.

Knowing that this was the goal, the increase in carts occurred in a period of approximately 2 months.

And then? With carts already full, it was time to follow up, so remarketing campaigns were created , extending up to 180 days.

An email marketing campaign was also implemented to encourage and maintain the user's desire to purchase. It should be noted that Cuna Mágica already had a mailing strategy , however, with the new approach, MHA optimized the messages: improving the subject, cleaning the database, improving the CTA.

In addition to improving the experience, we also took advantage of the emotional and affective theme of babies to insert content that would give value to the user, not only talking about cribs, but also about the protagonists who will use them. This change boosted the opening rate and the click rate of the emails by 25%.

Google and Facebook ads also went through this emotional treatment and we also saw an increase in CTR. People don't buy a product, they buy an emotion.

Seeing the success, it was decided to double the budget to take advantage of the momentum we had achieved. With this action, in a period of 7 months after starting, sales of Cuna Mágica tripled .

The biggest challenge with Magic Cradle

The biggest challenge for MHA with Cuna Mágica was understanding the true objective of our efforts; it was not the immediate sale, but the carts and the follow-up. Understanding this gave us a change, however, for any agency the demand for almost immediate results can be a challenge and the client did not see tangible sales after 3 months.

In these cases, it is extremely important to approach the client and make it clear that by having a well-defined objective and attacking it, the results will come in the medium and long term.

Cribs and products of this type are long-term. Each company must know the purchasing habits of its customers and adapt its strategies accordingly.

Recapitulating

Cuna Mágica, a baby furniture company, wanted to increase conversions. MHA found points of improvement on the product page, payment methods, and checkout process. They worked on them in parallel with marketing campaigns to increase sales. However, we realized that the micro conversion “add to cart” was the right way to go.

Ads were improved with the target already found and retargeting and email campaigns were carried out to remain in the user's mind.

In addition to the above, we implemented an emotional strategy, without losing sight of the product's objective offering. Sales tripled in a period of 7 months.