Pure Mama

Pure Mama is a groundbreaking natural skincare brand for expectant and mammas to be! By taking a content-first approach we executed a powerful social marketing strategy that propelled Pure Mama into a market leader in a matter of months.

The Result

In less than 3-months, Pure Mama experienced significant growth - check out some of the results below.
4.1
Average ROAS
$
666
%
Increase in online store conversion rate
800
%
Increase in orders
925
%
Revenue growth (in 2-months)

Introduction

Founder Lara Christie set out to create a skincare range that helps mamas (and expectant mamas) through their pregnancy journey with gentle, safe products they can trust.


We had the opportunity to jump on a call and meet Lara and the Pure Mama team before they went to market. We talked strategy and gave her some creative and funnel structure ideas. We are rarely at our most effective when advertising for a fresh start-up and so Lara and our team agreed to stay in touch over the coming months.


But when Lara reached back out to us after a month of running ads, we were fascinated by how much potential had been shown from the data at such an early stage. Our market research also returned a very strong indication that this brand had potential for exponential eCommerce growth, so we couldn’t resist..!


Goal

Lara has set out to build a brand. Entering at an earlier than normal stage of brand establishment, our preliminary objective was to help Pure Mama increase brand recognition and grow the brand at scale without compromising on its look and feel.

Strategy

With such a clear niche and well-positioned products, the team couldn’t wait to dive into devising a hero product strategy for Pure Mama. But before the strategy could be implemented, important data needed to be sourced. Why? To break down assumptions and understand what really resonated with Pure Mama’s customers while further exploring their wants and pain points. Shortly after testing commenced we identified offers and angles that the brand’s key demographic was responding to.


With a clear direction forward, we worked in close collaboration with the Pure Mama team to devise some scroll-stopping, high-converting content based on our learnings from the testing outlined above, and our specialised experience in the beauty space.


Armed with a clear strategy and a good supply of content, we began scaling budgets and increasing the flow of order. This resulted in an influx of orders that caused their hero product to sell out way faster than anticipated.


Challenges

Aggressively scaling a brand does not come without its challenges.


We knew that for Pure Mama to grow quickly, we needed to adopt a content and creative first approach to testing, scaling and optimising. However, the Facebook algorithm had other plans…


For those new to the game, Facebook’s machine learning reviews ads before they go live to ensure ads are not in contravention of its policies. Selling skincare products for pregnant bellies, and nipple butter for new mothers was not well received by Facebook. This forced our creative team to get, well... “Creative”. We devised a content strategy that effectively conveyed Pure Mama’s USPs and captivated its audience without falling victim to a Facebook policy breach.


Challenges

Aggressively scaling a brand does not come without its challenges.


We knew that for Pure Mama to grow quickly, we needed to adopt a content and creative first approach to testing, scaling and optimising. However, the Facebook algorithm had other plans…


For those new to the game, Facebook’s machine learning reviews ads before they go live to ensure ads are not in contravention of its policies. Selling skincare products for pregnant bellies, and nipple butter for new mothers was not well received by Facebook. This forced our creative team to get, well... “Creative”. We devised a content strategy that effectively conveyed Pure Mama’s USPs and captivated its audience without falling victim to a Facebook policy breach.


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