Maternity & Nursing Apparel
5X Revenue Growth Scaling Meta for Maternity Brand
How Kindred Bravely built sustainable growth with creative-first advertising
Revenue Growth
Orders Delivered
ROAS Maintained
Background
Client & Context
Kindred Bravely is a direct-to-consumer maternity and nursing apparel brand focused on comfort, quality, and empowering mothers through every stage of their journey. Their product line includes nursing bras, maternity pajamas, and postpartum essentials designed with real moms in mind.
When they partnered with Sum Digital, they needed to scale profitably in the competitive maternity market while maintaining the efficiency that had made them successful. The goal was sustainable, long-term growth through strategic Meta advertising—not just quick wins.
Challenge
The Problem
Kindred Bravely faced three core challenges:
- •Scale without sacrificing efficiency: They wanted aggressive growth but couldn't afford to let ROAS deteriorate as spend increased
- •Expand customer acquisition: Breaking into new audience segments while maintaining strong unit economics required strategic testing
- •Build acquisition-ready business: Sustainable, scalable growth infrastructure that would make the company attractive to strategic buyers
Analysis
Our Diagnosis
We identified three strategic opportunities:
Creative was the unlock
Maternity brands live and die by emotional connection. Kindred Bravely needed a testing framework to find creatives that resonated with expecting and new mothers—not just product shots, but storytelling that spoke to their experience.
Better creative = better targeting signals for Meta.
Untapped Meta optimization levers
Most DTC brands were still using basic conversion optimization. We saw opportunities in value optimization, dynamic product ads, and strategic audience layering that few maternity brands were testing.
First-mover advantage in a competitive vertical.
Collaborative partnership model
Kindred Bravely understood their customer intimately. Instead of dictating strategy, we needed to work as an extension of their team—combining their customer insights with our platform expertise to co-develop winning campaigns.
Partnership over vendor relationship.
Strategy
The Approach
We built a systematic testing and optimization engine—treating creative performance as the primary signal for audience discovery and campaign scaling.
Strategy
- • Multi-methodology testing (value optimization, dynamic ads)
- • Creative-first approach to audience targeting
- • Continuous experimentation framework
- • Efficiency-focused scaling protocols
Execution
- • Co-developed ad creatives with Kindred Bravely team
- • Iterative testing cycles across formats
- • Audience resonance validation
- • Performance-based budget allocation
Execution
Key Changes
Built collaborative creative engine
Worked directly with Kindred Bravely's team to co-develop ad creatives that authentically connected with their audience—testing messaging, imagery, and formats to identify high-impact combinations that drove both engagement and conversions.
→ Continuous testing cycles across 20+ creative variations
Deployed multi-methodology testing
Explored Facebook's full optimization toolkit—including value optimization to prioritize high-AOV customers and dynamic product ads to automatically serve relevant products—giving us multiple levers to pull for efficient scaling.
→ Tested 5+ optimization approaches to find best fit
Established partnership model
Operated as an embedded growth partner rather than external vendor—combining Kindred Bravely's customer insights with our platform expertise to make strategic decisions collaboratively and execute quickly.
→ Weekly strategic sessions + real-time optimization
Outcomes
Results
Annual sales increased five-fold by 2023 through strategic Meta scaling
Reached major milestone while maintaining efficient customer acquisition
Creative-led optimization and collaborative partnership enabled 5X growth while maintaining efficiency—building an acquisition-ready business that attracted strategic buyers. Explore more case studies or request a paid media audit.
Framework
Why This Worked
Creative drives targeting
In broad-targeting platforms like Meta, creative performance is the primary signal—winning creatives attract the right audiences, giving the algorithm better data to optimize delivery and improve efficiency over time.
Experimentation compounds
Continuous testing creates a knowledge advantage—each winning variation informs the next test, building institutional knowledge about what resonates and creating sustainable competitive moats.
Partnership over vendor relationship
Working as embedded partners—not external vendors—allowed us to move fast, make strategic decisions collaboratively, and combine brand expertise with platform knowledge for better outcomes.
"It's so incredibly refreshing working with an agency that gets direct-to-consumer advertising yet is so humble."
Ready to Scale DTC Growth Like Kindred Bravely?
We'll audit your creative strategy, identify optimization opportunities, and show you how to scale profitably without sacrificing efficiency—just like we did for Kindred Bravely.