Munchkin: Growing D2C sales without spending a penny more.
Munchkin wanted more people in the UK to know the brand, but the bigger brief was sales on its D2C site across PPC, paid social and SEO, all without increasing media spend. We built an integrated performance strategy on a fluid budget, then added an influencer campaign with parent creators on TikTok and Instagram. Paid social ROI rose 153%, search revenue grew 185% and Munchkin set a brand awareness record.
Results at a glance
72% more traffic through paid search.
22% improvement in SEO visibility.
4-point increase in brand awareness, a record result for Munchkin.
Grow the sales. Keep the budget.
Munchkin makes everyday kit for babies and their parents, from straw cups to baby swings, and sells direct through its own UK site. The brand wanted more awareness in the UK, but sales on the D2C site mattered more. The media budget wasn't going up, so every pound across PPC, paid social and SEO had to work harder.
Increase sales on Munchkin's UK D2C site across PPC, paid social and SEO without increasing media spend.
Raise awareness of the Munchkin brand in the UK.
Same budget, smarter spend.
We treated paid, search and influencer as one plan rather than three. Budget followed performance, and creators gave parents a reason to go looking for Munchkin.
01
The insights
Parents trust other parents. A baby swing or a straw cup sounds ordinary until someone with a toddler on their hip shows it fixing a problem you've had for months. The comments on our creators' posts were full of those problems: straws going mouldy, bottles thrown away because they couldn't be cleaned, a baby who hated the Moses basket. Search and paid could catch existing demand. Creators in the parent and child space could start it.
02
The strategy
We built an integrated performance strategy for Munchkin across paid search, paid social and SEO, run on a fluid budget so spend could move to wherever it was working hardest. Campfire's channel best practice found the quick wins and efficiencies, and an influencer campaign on TikTok and Instagram brought new people into the funnel.
Paid search and paid social
Budget moved between channels as results came in rather than sitting in fixed pots. That flexibility drove 72% more traffic through paid search and 181% more through paid social.
Search
We improved Munchkin's SEO visibility by 22%, which brought a 107% increase in traffic and a 185% increase in revenue.
Influencer
We hand-picked creators in the parent and child niche and briefed them for TikTok and Instagram, with the swing and the cups shown in real family routines.
Picking parents with toddlers and babies of their own mattered. Their audiences were living with the same mouldy straws and unsettled nap times, so the recommendation landed as advice from someone in the same boat.
Campfire services on this project
03
The impact
Without adding to its media spend, Munchkin saw 72% more traffic through paid search and 181% more through paid social, with ROI up 52% across PPC and 153% across paid social. A 22% lift in SEO visibility brought a 107% increase in traffic and a 185% increase in revenue. The influencer campaign delivered over 7.5M views, more people searched for Munchkin and traffic to the site rose 83%. Brand awareness climbed 4 points, a record result for Munchkin. As one parent put it in the comments: “My son has loved this swing from the minute we got it.”