Kiddies Kingdom is a retail destination for parents, offering a wide range of baby and kids products across some of the biggest brands in the category. There was a clear opportunity to make their Meta activity more precise through better use of their product catalogue and a step up in how first-party data was being used. No dramatic budget shifts, just smarter strategy.

Here’s how Q1 2026 stacked up against Q4 2025.

Catalogue activity had been limited to a promotional strategy – a narrow use of what the feed could do. Meanwhile, audience targeting was leaning heavily on pixel data alone, missing the richer signals that Kiddies Kingdom’s own customer data could provide. There was untapped potential on both fronts, and addressing them together created the foundation for a meaningful efficiency shift.

Feed segmentation

We moved away from a promo-only catalogue approach and opened up the full product feed. From there, we introduced targeted product sets to make sure the right products were being prioritised in the right contexts – focusing on products currently in sale, items priced above £100, and brands with stronger profit margins.

This gave the campaigns more to work with, while making sure Kiddies Kingdom’s most valuable products were front and centre.

First-party data

We took a fresh look at how customer lists were being used at account level. Updating the hygiene of existing and engaged audience lists made an immediate difference – but we didn’t stop there.

We introduced refreshed lookalike stacks across the campaigns, built from CRM-based audiences rather than pixel data alone. The algorithm is only as strong as the data you feed it, and levelling up to CRM-based signals gives Meta a much cleaner, richer picture of who Kiddies Kingdom’s best customers actually are.

Quarter on quarter, the improvements speak for themselves:

• -35% CPM 
• +57% CTR 
• -58% CPC
• -35% CPA 
• +78% ROAS 

All achieved with cleaner data, smarter catalogue use, and a well-rounded, smart strategy.