The Kids’ Table

The Kids’ Table is a Toronto company that delivers prepared healthy and delicious kids’ meals right to the doors of busy parents. The Kids’ Table began working with Creative Scope from the ground up; starting with website development and SEO to full paid marketing and email marketing campaigns.

The Challenge

With the rise of food delivery services in the city especially during the unprecedent times of the pandemic. The Kids’ Table approached us with the idea of a Toronto company that delivers prepared healthy and delicious kids” meals right to the doors of busy parents.

Armed with nothing but a bare bones company concept of delivering healthy kid’s meals, our client needed to build everything from the ground up.

Instagram & Facebook Ads

Food is extremely visual and makes a statement easily with color synergy. With an addition of a good story and most importantly a tasty experience to win the hearts of the family. The pivotal first step was building The Kids’ Table creative library.The Creative Scope team focused on delivering creatives each week that clearly explained the benefits of a healthy kids’ meal service. From meal to lifestyle shots, to long form and short form video ads.

Ideate and Test Multiple Concepts

Performance creatives relies on experimentation. The strategy was to test with high quality creatives to precisely understand every aspect of what’s resonating with our top funnel prospects, and mid funnel consumers for retargeting, i.e. kinds of videos, their length, aspect ratios and all such queries to engage the right kind of audience. Within two weeks, we were able to determine winners within different audience segments.

Iterate on Winning Concepts

We’re ready to consolidate our campaigns with the best performing creative and begin optimizing the winners. With our honed in concepts we performed quick micro-experiments to test messaging, different cuts and lengths, promotional offers, calls-to-actions, and color schemes. By A/B testing one element at a time we’re able to quickly improve performance and gain valuable insight into what’s working and not working within our different targets. Once the winning ad concepts were identified, the next step was to aggressively increase spend across channels.

By consistently and incrementally building additive winning audiences without disrupting exiting successful campaigns we were able to grow FB spend dramatically without missing ROAS goals.

E-mail & SMS Marketing

While paid social provided the brand with a steady stream of website visitors, the traffic didn’t always translate into conversions. The team understood where to focus and expand resources to maximize reach and revenue. To increase conversion rate and more effectively transform social audiences into satisfied customers, The Kids’ Table leveraged email and SMS marketing.

The Kids’ Table directed traffic from its paid ads to its website, where visitors were immediately greeted by an opt-in form offering a discount in return for signing up to receive emails and text messages from the brand.

Our growth in retention was powered by breaking down our email subscribers on where they are in the marketing funnel and creating email nurture journeys that focused on our brand, service and meals. With this holistic strategy in place, The Kids’ Table rose to the challenge: increasing visitors while also increasing conversion rate. A one-two combination of efficiency rarely seen in ecommerce.