b.box achieved 52% growth YoY in their peak periods
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kids & baby
Overview
Executive Summary
b.box, known for their high quality range of feeding and drinking solutions that empower kids and make parenting life easier.
After strong year on year growth with Scale Digital, b.box’s 2025 growth targets were even more aggressive.
Meanwhile, Meta’s Andromeda update shifted how media buyers approach Meta ads.
Through strategic budget planning, structural account changes, and increased creative testing, Scale Digital achieved a record Black Friday, delivering 52% growth year on year across the period with similar spend YoY.
Challenges
- Strong online growth ambitions of 17% year on year, delivered with a conservative paid advertising budget that prioritises efficiency and return on investment.
- Meta Andromeda/GEM/Lattice - Disruptive updates that fundamentally changed how Meta ads are selected and shown.
Solutions
Scale Digital approached the challenges through:
- Strategic planning and budgeting
- Forecasting monthly spend and targets based on b.box’s campaign roadmap and high-performing months to maximise revenue and efficiency.
- Dynamically reallocated budget to improve performance in line with forecasted targets.
- Account structure consolidation
- Consolidated campaign structure enabled more creative testing to deliver more learnings without increasing ad spend.
- Consolidated campaign structure enabled more creative testing to deliver more learnings without increasing ad spend.
- Unlocking the creative first approach
- Increased the volume of creative testing by over 200%.
- Spearheaded creative iterations and new ad formats through testing insights and feedback cycles.
Actual Results
- Online sales grew 28% YTD while maintaining same spend.
- A record Black Friday which exceeded targets by 12% and was 54% up on the previous year.
- Meta ROAS up 69% year on year.
- Google ROAS up 24% year on year.
“Scale Digital struck the right balance between being reactive and being responsible. They moved quickly as Meta’s delivery changed, reallocated spend where it mattered most, and remained disciplined on efficiency. That approach allowed us to scale performance without inflating budgets.”
Candice Yu
eCommerce Manager
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