Tommee Tippee

Tommee Tippee is the UK’s number one brand for baby and toddler feeding products, as well as one of the leading infant accessories brands in the global market.

Specialising in a wide range of innovative feeding, sleeping, and healthcare products for infants, Tommee Tippee is one of the most recognised brands in the world, and trusted by generations of parents around the globe.

Transitioning from 3^rd party distribution to direct-to-consumer

In 2019, Tommee Tippee decided to make the transition from selling their products through third-party retailers, to going direct-to-consumer with their own eCommerce offering.

In order to successfully carry out this sizeable shift in the company’s distribution model, the business needed support in improving their online search visibility and growing their newly implemented retail strategy – enter Elixirr Digital.

Comprehensive digital marketing support

Working closely with their development agency, we supported Tommee Tippee throughout the launch of their new eCommerce website, whilst devising a strong, all-encompassing digital marketing strategy (complete with CRO analysis, a deep-dive audit of their online presence, and robust reporting insights) to help them showcase their products across the following digital channels:

• Paid Search (PPC)
• Organic Search
• Paid Social
• Programmatic Display

For a business who had previously been entirely reliant on their retail partners, the transition was a monumental one – so the pressure was on! With demanding growth targets to work towards, our support of their internal teams yielded results and supporting evidence to further scale Tommee Tippee’s direct-to-consumer offering.

Not only did we achieve some exceptional results, but we also embarked upon a training program for the Tommee Tippee teams, giving them greater ownership of their digital marketing campaigns, as well as the confidence to execute them shrewdly.

The key results 

•  180% increase in online revenue overall quarter to quarter.

 Paid Search:

• PPC driving 760% ROAS in Jan 2021 (500% target)
• 184% increase in YoY PPC revenue

Organic Search:

• 57% increase in organic traffic in 2020

Paid Social:

• Paid Social returning 256% ROAS quarter to quarter.
• Paid Social AOV +23% YoY

Year-On-Year:

• YoY sessions up by 98%
• YoY transactions up by 128%
• Overall YoY revenue up by 142%