How one baby gear brand drove +119% sales with Black Friday affiliate and paid social strategies.

The Challenge

As a trusted name in baby gear eCommerce, this globally recognized brand is known for its commitment to safety, innovation, and quality. With a highly competitive Black Friday sales strategy, they planned a 48-hour Pre-Black Friday sale, offering their steepest discount of the year—30% off sitewide.

The challenge? Maximizing visibility and conversion rates in a short timeframe while ensuring a seamless customer experience across affiliate marketing for baby brands, paid social advertising, and Google and Bing Ads for eCommerce.

With just two days to execute, every element had to work together flawlessly.

The Gen3 Approach

Leveraging past performance insights, Gen3 Marketing refined its approach to execute a synchronized, high-impact cross-channel marketing strategy across multiple platforms.

• Affiliate Partnerships: Activated top-converting affiliate partners with tailored commission incentives, prioritizing voucher and loyalty affiliates to capitalize on high-intent shoppers. Personalized engagement and real-time optimizations ensured peak performance.
• Paid Social Advertising: Designed platform-specific campaigns across Meta, Pinterest, and TikTok, leveraging dynamic creatives and real-time bid adjustments. The strategy delivered an unprecedented 70x ROAS, driving both brand awareness and conversions.
• Paid Search & Display: Captured high-intent traffic through Google and Bing Ads for eCommerce, while Criteo display retargeting kept the brand top-of-mind, maximizing conversion rate optimization throughout the sale.

The Results

• +119% Revenue Growth: By activating top-converting affiliate partners and integrating paid media with precise audience targeting, Gen3 Marketing achieved the brand’s highest-ever November sales.
• +122% Increase in Orders: A synchronized cross-channel marketing strategy ensured that paid search and paid social advertising drove engaged shoppers directly to affiliate partners, increasing conversions at scale.
• 86% Boost in Conversion Rate: Real-time bid adjustments, audience segmentation, and dynamic creative optimization removed friction in the purchase journey, driving a higher percentage of visitors to complete their orders.

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