How We Doubled Honest Baby Clothing's Shopify Results While Its Amazon Business Kept Growing.
Baby + toddler apparel / US DTC + Amazon / 8-figure scale
The Honest Company's baby apparel subbrand came to us Amazon-first. We rebuilt the Shopify side into an engine that doubled full-year results into an 8-figure store year: Google Shopping and Meta rebuilt and run as one system, promo windows synchronized with Amazon so both channels grew together, and CRO that made promotions convert.
The outcome, up front
Peak vs base: up to 11 blended ROAS is the promotional-window high. The durable result is the doubling: evergreen campaigns carried the predictable base while promo windows spiked on top.
Full-funnel, run as one system
Google Shopping program
Product feed optimization in Merchant Center, campaigns restructured around high-velocity winner products, and budgets scaled continuously against ROI.
Meta restructure + creative velocity
Account consolidation for bigger learning pools, expanded creative types, evergreen campaigns for the base, and in-house banner design shipped at testing cadence.
Two-channel synergy
Store and marketplace campaigns run in the same promotional windows, offers differentiated per channel, demand compounding across both.
CRO: our strategy, Craftberry's build
We strategized the conversion program; Craftberry executed it. Interactive promo-code widgets in the product-page buy box converted discount intent at the point of decision.
Creative leads the account
Offers, product quality, and catalog diversity lead this account; creative velocity is the fuel that turns them into growth. Banner statics shipped from our in-house design team at testing cadence, creative types expanded across the account, and every asset preserved the safety-first, parent-trust voice the brand is built on. Promotional creative carried the offer; evergreen creative carried the brand.
Where they started
A paid engine running below its potential
Honest Baby Clothing sold primarily on Amazon, and the store's paid engine was not built to carry more: badly structured Meta ad accounts, under-optimized Google Shopping and Performance Max campaigns, and generic media buying with no edge. Strong brand, strong products, second-gear engine.
Slow, low-volume creative
Creative shipped slowly and in low volume: not enough assets to test angles, not enough variants to scale winners, and no production cadence behind the media plan. The account could not learn faster than its creative supply allowed.
CRO left on the table
There was no thoughtful conversion work on the store, and it showed most during promotions: promo-code campaigns pushed motivated buyers into a clunky redemption flow. Every point of friction between the ad click and the applied discount is paid media wasted.
What we built
Google Shopping rebuilt around winners
Product feed optimization first: titles, attributes, and imagery tuned in Merchant Center so the catalog could compete. Then the campaign layer restructured to concentrate spend on high-velocity, high-ROI winner products, with budgets scaled continuously as winners proved out and underperformers cut without sentiment.
A Meta account restructured to scale
Campaigns consolidated into bigger learning pools, creative types expanded well beyond the original mix, and the account split into an evergreen base that delivers predictable results plus a seasonal layer that scales promotional campaigns to heavy spend fast while holding ROAS. Our in-house team shipped image banner designs at testing velocity, week after week.
Two channels, one growth system
Store campaigns ran alongside the brand's Amazon sale events, in the same windows, with offer constructions differentiated per channel so each channel had its own reason to buy. The store's paid push amplified branded demand that fed the marketplace; Amazon's brand gravity fed the store. Both channels grew. On conversion, we strategized the CRO program and our partner Craftberry executed it: sitewide promo-code widgets rebuilt as interactive elements in the product-page buy box, lifting every code-driven campaign that followed.
Craftberry - Shopify Plus & CRO agency
EcomLabs360 ran the paid engine, the creative system, the promo calendar, and the CRO strategy. Craftberry executed the conversion builds: the interactive promo-code widget rework in the product-page buy box came out of that program and lifted every discount campaign that followed.
Visit CraftberryReady to run this play for your brand?
For DTC brands at $100k+ monthly revenue, scaling with paid acquisition + retention + creative as one connected system.
Book a strategy call
