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Lovevery's Growth Marketing Playbook
Activating First Party Data, Improving Conversion Rate with UGC and Educational Content

For new parents, toys aren’t just toys.
It helps them build a deeper connection with their kids.
It saves them hours and hours of research looking for something useful and fun, time that can be better spent.
It supports their child’s learning and development, laying a strong foundation so they can thrive as a small human. This is exactly why Lovevery started in the first place.
Since bursting onto the scene in 2015, their brand has skyrocketed to the top of the charts as one of the fastest-growing DTC brands. Today, I’ll unpack the key tactics that have brought them sustainable, year-on-year growth.
Here’s what this edition will cover:
Why collecting and activating first-party data is critical in 2024
Lifting conversion rates through social proof & UGC
Using educational content to build trust and authority
Happy reading.
- Dev
FEATURE CASE STUDY
Lovevery

Context: Lovevery was inspired by the co-founder/CEO Jessica Rolph's question about the developmental benefits of toys for her baby. She wanted to ensure that her baby's toys were helping his brain grow as much as his food was helping his body grow.
This led to the development of Lovevery's first product, the Play Gym, which was based on Dr. William Staso's thesis on the neurological development of infants. Now, their flagship product (The Play Kits) is a subscription service that ships curated game kits every 2-3 months, and claims to have over 125,000 active subscribers for its core offering alone.
As a brand, they recently raised another $100M in their series C funding round and plan to use it to further their global presence, and produce more digital growth and content.
Growth Strategy TLDR; Revolves around creating a personalised and engaging experience for new parents, particularly those with young children through relatable and science-backed content. Every parent has a tailored experience as all of their products are based on key baby milestones.
PERSONALISATION
Using First-Party Data
Data helps them apply personalisation tactics, especially when recommending products tailored to a child’s specific age and development milestones.
The primary source of collected data is directly from customers and their micro-interactions on the company's website and social media platforms.
Types of data that they are collecting from their marketing include:
Account details stored in CRM
Browsing data from their website and app
Sales transactions
Social media information
Feedback from customers
Surveys and quizzes that are taken on their website
They activate this for their marketing in two ways:
Personalise the shopping experience for parents by recommending products based on their child's specific age and development milestones.
Sending super-targeted promotions based on the customer’s preference and behaviours indicated by the data. You wouldn’t want to send a newborn play kit recommendation to the parents of a toddler for example.
CONVERSION
Lifting Conversion Rates with UGC
UGC allows customers to see authentic experiences, creating a strong sense of trust and loyalty towards the brand. By showcasing real people using their products, Lovevery taps into the psychology of social proof, authenticity, and emotional connection.
They get authentic content that people are naturally inclined to share on social media, rather than paying for pre-meditated posts or stories. For this reason, they lead with a ‘product-for-post' compensation model for all brand affiliates.
Majority of their creative content features real kids and parents using their products. Unsurprisingly, they have a well-oiled in-house content team who essentially re-purpose bits of content sent by influencers and distributes them across all channels.
They do this in a couple of ways:
Organic socials: Reuse organic content from followers and re-purposing that across their socials.
Paid social: Use a combination of statics and videos to show kids playing with their toys, and typically use parent testimonials as the ad copy or video overlay.

Their ideal customer profile (ICP) are new parents with young children but they go one step further by building and attracting influencers in narrow niches like:
Mommy bloggers
Instagram parents
YouTube family vloggers
Parenting podcast channels
Growth Strategy TLDR: Relatability can be incredibly powerful, and UGC helps you really land an authentic message across any platform.
CONTENT MARKETING
Investing in Science-backed Educational Content

Lovevery’s entire digital strategy is centred around educational content, which they use to build authority, nurture potential customers and provide parents with the advice they crave. A strategy that’s proven to be successful in attracting over 220k organic traffic and 400k newsletter subscribers with a whopping 40% open rate 💥
Looking through their blog, you can categorise their content into seven content pillars:
Expertise in child development by experts
Research-based guidance at each stage
Developing soft skills
Support to better use the Playkits
Online courses, providing in-depth information on specific topics
Expert interviews
Play studies
Plus, each content is re-purposed and distributed across six channels:
Blog
Social posts
Weekly newsletter
App
Podcast
Paid online courses
Growth Strategy TLDR: Educational content establishes them as experts that not only helps to generate more website traffic, especially organic SEO but lifts up conversion rate and newsletter sign ups. This value prop is key in driving higher than average order values and DTC sales.
There aren’t many brands that can integrate their educational content seamlessly into their products and marketing efforts.
TREND SPOTLIGHT
81% of Consumers Will Make at Least One DTC Purchase Over the Next 5 Years

Many digitally native brands have begun to embrace a more hybrid distribution model to retain customers, according to a study from GlobalData released in December. The usage of pop-ups to test new markets and working with new wholesale partners could help businesses scale, per the study.
Why this matters: Strategies like physical pop-ups help test new markets and build relationships with potential wholesalers. DTC Brand are able to diversify their reach, capture new audiences and maintain strong relationship with existing customers.
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