Mobile conversions: +362%
The Challenge
- Balancing DTC growth with retail partner protection.
- Updating creative to build trust for premium purchases among millennial parents.
- Improving mobile conversion and reducing return anxiety.
SilverCross is a heritage baby brand with premium prams and nursery gear. The Australian eCommerce arm wanted to grow direct sales while protecting wholesale and showroom relationships.
The brand’s legacy creative didn’t resonate with modern social parents, and PDPs lacked the post-purchase reassurance (safety info, warranty) that high-AOV buyers need.
Services:
Meta Ads
Client:
Sliver Cross
Strategy (what we did and why)
Retail-safe commercial framing: DTC-exclusive value-adds (extended warranty, showroom booking incentives) rather than price cuts.
Creative & social proof: high-production hero films plus a curated UGC library from real parents to lower purchase anxiety.
Funnel & post-purchase: TOF brand films → MOF education & testimonials → BOF DPAs and showroom appointment paths; post-purchase care sequences to reassure buyers.
Creative strategy — hooks, formats, and hold metrics
- Hooks: “Trusted prams — modern parents’ choice.”
- Formats: 30–60s cinematic brand films for TOF, 15–30s UGC testimonials for MOF, DPAs for BOF with delivery/warranty clear CTAs.
- Hold metrics: 15s completion ≥ 40% on hero films; DPA CTR and add-to-cart targets set per SKU. We also tracked whether post-purchase content (care videos) reduced returns for cohorts who consumed them.
How emmersion embedded with the client
emmersion co-produced brand films, managed the UGC program, and implemented showroom appointment flows with the client’s CRM. We aligned campaign timing with wholesale promotions to avoid channel friction.
Assets required (from client)
Hero films, UGC rights, showroom schedule, CRM appointment data, GA4/server-side event access.
Performance guarantee
Guarantee applies when creative volume, media budget and showroom/retail partner coordination are delivered. If KPIs are not met under those conditions, emmersion credits fees or continued optimisation per SOW.
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