Beginning in January 2025, DAP partnered with ChildrenChic to rebuild its underperforming paid media program. Despite strong retail traction, the brand’s DTC channel suffered from low awareness, poor attribution, and rising ad costs. DAP delivered a multi-channel performance system spanning Google, Meta, and TikTok—fixing double-counted conversions, restructuring campaigns, and implementing full-funnel creative. Within six months, profitability stabilized, efficiency improved, and the brand built a scalable marketing engine, feeding their growth goals.
ChildrenChic’s paid media strategy leaned heavily on Meta Ads, which consistently underperformed with ROAS between 0.6x and 1.7x. While the brand increased ad spend hoping to scale results, campaigns remained unprofitable.
While ChildrenChic’s Google Ads campaigns delivered approximately 9x ROAS, the platform received minimal budget allocation. This critical oversight meant the brand was leaving substantial untapped revenue on the table. High-intent search traffic from parents actively looking for premium children’s footwear wasn’t being captured effectively.
Misconfigured conversion tracking inflated ROAS reporting by up to 30%, creating a distorted view of campaign performance. Double-counted conversions and attribution errors made unprofitable campaigns appear successful, leading to continued investment in ineffective strategies.
ChildrenChic’s campaigns lacked clear separation between awareness, consideration, and conversion stages, resulting in inefficient targeting throughout the customer journey. Video content severely underperformed, rarely exceeding 2,000 views, indicating poor audience engagement and creative effectiveness.
ChildrenChic aimed to double its direct-to-consumer revenue from $500K in 2024 to over $1M in 2025. Achieving this ambitious target required more than incremental improvements—it demanded a complete transformation of the paid media infrastructure. Attribution errors, budget misallocation, and structural inefficiencies, couldn’t support this level of growth.
Digital Authority Partners created a digital
marketing strategy to help ChildrenChic meet its growth targets & campaign-level goals consisting of SEO, paid search, paid social, and email marketing.
DAP conducted a comprehensive audit of conversion tracking, identifying and correcting double-attribution errors that had overstated ROAS by up to 30%. By implementing proper Google Tag Manager configurations, fixing Meta pixel tracking, and establishing accurate last-click attribution models, DAP provided ChildrenChic with reliable performance data. This enabled informed budget allocation decisions based on actual results rather than inflated metrics, providing crucial visibility into performance across different customer intent levels.
ChildrenChic’s Meta account contained over 500 campaigns with significant redundancy and overlap, creating management complexity and budget inefficiency. DAP consolidated this structure into streamlined regional campaign sets organized by clear objectives: awareness, consideration, and conversions.
DAP developed the “Gloss Comes Off, Mila Stays On” campaign, which became ChildrenChic’s highest-performing creative ever with over 107K views. The campaign resonated by highlighting the brand’s core value proposition—durable, stylish shoes that withstand active children’s lifestyles—through authentic, relatable messaging.
Recognizing TikTok’s growing influence among millennial and Gen Z parents, DAP recommended launching TikTok Ads as ChildrenChic’s third performance channel. The platform offered access to engaged parent communities actively seeking product recommendations and lifestyle content.
DAP implemented comprehensive tracking infrastructure including Google Analytics 4, Google Tag Manager, and Meta pixel configurations to capture accurate customer journey data. Proper event tracking monitored key actions including purchases, add-to-carts, and page views across all channels.
DAP built a centralized reporting dashboard integrating data from Google Ads, Meta Ads, and Google Analytics into a single real-time view. The dashboard displayed key metrics including ROAS, customer acquisition cost, conversion rates, and revenue by channel, eliminating the need to manually compile data from multiple sources. Monthly performance reports provided strategic insights and actionable recommendations based on comprehensive data analysis.
In under a year, Digital Authority Partners transformed ChildrenChic's paid media ecosystem from fragmented and unprofitable to performance-driven and scalable. Today, the brand sustains a 3.19x ROAS across channels, with real-time analytics, optimized funnels, and a creative strategy that builds genuine engagement. ChildrenChic now has a predictable, profitable foundation for growth—ready to scale DTC sales beyond $1 million while maintaining efficiency, creative excellence, and brand authenticity.