Taking Baboodle from Newcomer to UK Market Leader.
Baboodle is the UK’s leading baby equipment rental company. We lead their paid media strategy across Meta, Google and other channels, helping turn demand for baby equipment rental into profitable growth.
The Challenge
Baboodle had big ambitions to scale but lacked the paid media expertise needed to grow profitably. They needed to understand which channels could deliver consistent sales and which messaging and creatives would convince parents to rent baby equipment.
Our Approach
We started by getting the performance foundations in place, reviewing product selection and the landing page experience, alongside email and SMS nurturing. This gave Baboodle a stronger journey from the first ad click through to rental, with follow-up for parents who needed more time to decide.
From there, we built a rapid-fire testing strategy to identify which channels and ads had the potential to scale profitably. Channel mix testing assessed incrementality and helped us find the right balance between generating demand through Meta Ads and capturing existing demand through Google Ads.
Messaging tests explored what mattered most to parents when considering rental. We tested angles around saving money, avoiding clutter and reducing environmental impact, as well as practical benefits such as delivery times. The learnings helped us understand which benefits translated into sales.
To support ongoing creative testing, we established a regular production process for new concepts and hooks. Briefs were informed by performance, with feedback on each round of testing feeding into the next. Strong concepts were developed into new variants, giving us more opportunities to find ads that could perform consistently as the business grew.
The Results
Once we had established the strongest channel mix, messaging and creative angles, we scaled the winners while continuing to test. This resulted in:
- 223% increase in orders year on year
- £13 customer acqusition cost
NUA have been a fantastic help to Baboodle over the past year. Super responsive, always one step ahead, and they know Meta and Google like the back of their hand!
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