This project involved scaling a US-based eCommerce brand specializing in girls’ and boys’ bamboo clothing, including pajamas, dresses, and convertible footies. The goal was to build a long-term, profitable paid social system rather than relying on seasonal spikes. Over a 12-month period, Meta (Facebook & Instagram) campaigns were used to drive consistent growth while maintaining strong efficiency.
- Fb ads
Scaling a Bamboo Kidswear Brand in the US with High-ROAS Paid Social
overview
1 Year
Duration
fb & insta adds
Platform
United States
Market
The Challenge
The brand faced three core challenges:
High CPMs in the US Kidswear Market
Parenting and children’s apparel audiences are highly competitive, driving up costs and making profitability difficult without strong conversion rates.
Longer Decision
Cycles
Parents often research, compare sizes, and wait for the right timing before purchasing—especially for repeat items like pajamas.
Balancing Evergreen &
Seasonal Demand
While kidswear has year-round demand, product launches, prints, and gifting seasons needed to be handled without hurting baseline performance.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Campaign Structure
Separate campaigns for testing, scaling, and retargeting to maintain control.
Used Purchase-optimized campaigns early to train the algorithm on high-quality buyers.
Scaled winners using CBO, while keeping testing campaigns isolated to protect performance.
Creative Strategy
Focused on child-led lifestyle creatives showing comfort, movement, and softness.
Highlighted bamboo-specific benefits such as breathability, stretch, and skin sensitivity.
Rotated new prints and product drops into proven creative formats to prevent fatigue.
Audience & Targeting
Relied heavily on broad audiences, allowing Meta to find high-intent parents.
Built layered retargeting funnels using website visitors, add-to-cart users, and past customers.
Leveraged repeat purchasers by retargeting them with new collections and limited drops.
Scaling & Optimization
Budgets were increased gradually once ads showed stable CPA and purchase volume.
Poor-performing creatives were paused quickly to avoid spend leakage.
Performance was monitored around key retail moments without over-reliance on discounts.
Results
$113,418 in attributed revenue
Across 12 months, the account delivered strong and sustainable growth:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$17449
Total Ad Spend
$113416
Total Revenue Generated
6.5x
Overall ROAS
Profitable Across all regions
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
$113,418 in attributed revenue
Product education matters. Highlighting bamboo fabric benefits significantly improved conversion rates.
Creative refresh doesn’t mean reinventing. Reusing winning formats with new prints kept ROAS high.
Long-term optimization beats short-term spikes. Stable performance over 12 months outperformed aggressive seasonal pushes.
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