Lovevery vs Kiwico

This week I wanted to analyze how to sell to parents with kids aged 0-12 months. I recently onboarded a client who sells to this audience. So, I’m basically learning and sharing my notes with you.

Even though you might not be selling to new parents, I can assure you that you’ll still learn something new because I did, too.

Important: For a better understanding of the ads, I recommend watching the ads first. These ads are hosted on Foreplay (it helps me to save ads for inspiration even if the brands delete them). They also have a discovery feature where I find good ad concepts to steal.

The Positioning

Lovevery is a brand that creates and delivers developmentally-appropriate toys and activities for children from birth to age five. Their mission is to help parents and caregivers provide the best possible start for their children by delivering products that support healthy development and promote learning through play.

KiwiCo is a brand that creates and delivers educational and fun hands-on science and art projects for children of all ages. Their mission is to inspire kids to become creative problem-solvers and lifelong learners. They offer a range of subscription-based products that are tailored to different age groups, from newborns to teenagers.

So, the difference is that Kiwico attracts all ages while Lovevery is for kids from ages zero to four. However, I’m only going to analyze the ads that focus on kids ages 0-12 months.

Important: I have an 18-month-old, so I’m pretty much the target market. Ladies and gents, here’s David and his lucky father:

Let’s dive in.

Ads that appeal

Lovevery Ad # 1

What immediately stands out:

• The baby looks cute and has a reaction to the hook.

• How to play with a newborn (simple yet relatable headline, trust me — I’ve asked this question myself a couple of times since David was born).

• Not selling toys instead of skills, such as practicing a sense of vision and building new brain connections.

• No CTA.

But what can we steal?

• The primary text copy is on point with the deep relatability factor:

• Don’t sell features or products, sell (what it can do for your customers) the desirable skills or milestones people want for their kids.

• The product in action and cute baby are definitely scroll-stoppers.

• Questions that most new parents are asking themselves in the copy: Wondering how to “play” with a newborn?

Lovevery Ad # 2 — This is why…

What immediately stands out:

• Hook: The reverse loop hook.

• Headline: This is why I can never go back to these toys (product category name).

• No script.

• Selling the attractive benefits: fun, battery-free, beautiful, etc.

What should we steal:

• The entire ad is steal-worthy and regardless of any category, you can simply copy and rework it for your brand.

• This is why…. creates an open loop so I definitely recommend the headline.

• Reverse loop hook, I’ve tried it but not always worked - but you should try it for yourself.

I’m curious, I’ve been sharing DTC examples with y’all lately. I’d love to know a little bit more to personalize the upcoming newsletters for you.

Kiwico Ad # 1 - The isn’t…

What immediately stands out:

• Counterintuitive hook: This isn’t just the regular baby playmat…

• Branded captions instead of native (the first time I am seeing an ad that worked on branded captions).

• Baby faces immediately to hook the mothers.

• No talking head UGC.

What should we steal:

• The hook: This isn’t just the regular (product)…it’s (something desirable).

• 9 activities and features that could enable your child’s development.

• Use baby faces with multiple happy emotions to keep the viewers engaged.

Kiwico Ad # 2 - The game changer

What immediately stands out:

• Mom and baby are together in the hook.

• Hook: (The product name) is a total game changer!

• Benefit-driven: The activity board can help with motor skills.

I actually love the script so, I want to highlight some key elements:

What can we steal from this ad:

• A surprising hook and then explain it with the benefits and more benefits.

• Don’t try with the baby faces only, but also bring in moms for the relatability factor.

• Show your product in action.

Bringing it home for y’all.

How to Sell to New Parents on Meta

• Hook: Baby reactions and facial emotions are good hooks but so are mommies playing with the babies.

• Hook: Don’t try to be clever, use simple yet relatable headlines.

• Hook: Use reverse loop features.

• Hook & the image headline: This isn’t just the regular (product)…

• Hook & the image headline: This is why I can never go back to the (old products before using yours).

• Body: Don’t sell the features, sell what it can do for your customer (benefits).

• Copy: Use thoughtful questions to hook the viewers: Questions that most new parents are asking themselves in the copy: Wondering how to “play” with a newborn?

• Show your product in action.

• Don’t sell the pain or jobs to be done, sell the desire.

Protip: Sometimes Facebook’s advice isn’t terrible, read this article, and here’s the TL;DR:

So who nailed paid social account to you?

Bonus from Adbox

Lumecube

I’m collaborating with folks from the Adbox team to deliver new ads breakdown from their highly curated library.

The hook of this ad is super effective stopping the scroll because it presents a specific problem relevant to the target audience within just two seconds. Visually, the camera movement zooming in on the subject is also great stopping the scroll.

This framework is using the hook to describe a pain point and moving immediately to the “5 reasons why” method works great breaking down the message into easily digestive parts. Each reason serves as a persuasive point, emphasizing how this product solves the original problem.

From there, the comparison made between this product and its competitors takes you along the narrative path and provides an additional boost to the idea that the product is the right solution to the problem.

The Call-to-Action (CTA) is simple yet effective. It begins with a direct and engaging question: "which one would you choose?" From there, the "shop now" prompts you to take action.

Extra points for the use of native text and text boxes that add to that organic look of this ad.

Check out Adbox for more examples like these.

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Happy Growing with Paid Social,

Aazar Shad

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