CoverBaby's E-Commerce Renaissance
Joshua Berk
Digital Marketer
eCommerce Marketer
Search Engine Marketing
CoverBaby was created to fill a market gap for high-quality, sustainably sourced baby apparel. Despite having quality products, CoverBaby struggled to achieve growth and profitability in the highly competitive baby clothes market, spending over $2000 on Google Ads campaigns but generating less than $900 in conversions.
CoverBaby turned to BERK Labs, drawn by their positive client reviews and evident expertise in e-commerce advertising. Their initial project with BERK Labs, promoting a line of baby shoes, was unsuccessful, but it highlighted the need for a fundamental change in CoverBaby's brand and approach.
BERK Labs embarked on a complete brand overhaul for CoverBaby, pivoting to a more differentiated business model. They focused on rebranding, website redesign, and identifying a unique niche in the market. The primary theme of the new brand guide was nature, emphasizing the sustainably sourced organic materials of CoverBaby’s products.
Recognizing the potential in footmuffs, BERK Labs advised CoverBaby to focus on this less saturated market segment. They tailored their bidding strategy to capitalize on the seasonal demand for footmuffs, and planned to diversify the product portfolio in the off-season to maintain differentiation and boost revenue.
To reach their target demographics effectively, BERK Labs adjusted ad bidding based on Google’s Life Events data and used Performance MAX to efficiently drive conversions and brand recognition across Google’s channels. They also implemented cross-selling and upselling frameworks and empowered CoverBaby with the latest capabilities and automation tools.
The results of this partnership were substantial. CoverBaby became profitable for the first time, achieving more than 1.1 million impressions and 159 conversions worth over $22,600 in less than a year. Sales increased from $862 to $22,689, sessions tripled, conversion rates quadrupled, and the average order value more than doubled. This success has positioned CoverBaby for growth and scalability.
