.png)
For over 40 years, Mamas & Papas has set the standard in the baby and nursery industry, guiding families through every stage of parenting. With 65+ UK stores and concessions, the brand blends a seamless online experience with expert in-store support – all while keeping sustainability and circularity at the heart of everything they do.
In 2025, the challenge was to reimagine their creative strategy on Meta, pushing beyond already above-benchmark 2024 performance. The goal: improve in-platform metrics (CPMs, CTR, CPC, ROAS) while maintaining strong last-click performance (GA4 ROAS), and deliver engagement and revenue growth across the channel.
Our approach focused on increasing creative diversity through four core initiatives:
By injecting creative diversity across placements, formats, and messaging, we ensured every campaign element could contribute to stronger engagement, CTR, and ROAS.
.png)
The impact of this strategy was outstanding. Every initiative delivered measurable success:
Creative highlights:
By combining content expansion, authentic UGC, AI-powered creative, and dynamic personalisation, Mamas & Papas transformed their Meta campaigns, delivering industry-leading performance in 2025.
