Client
Global baby-care CPG
Case Study · Baby & Kids · MENA
Mumzworld — full-funnel retail media for a baby-care CPG.
Sponsored products on Mumzworld paired with the brand's Instagram + TikTok and a Mumzworld CRM push turned category browsers into a category #1 rank — and proved the ROAS against a clean holdout.
The challenge
Win a category where the category leader already owns search.
The client had strong brand equity and meaningful organic traffic on Mumzworld — but the category leader was outbidding them on sponsored product search and winning the top-of-PLP share of voice.
The brief was to move from "in the category" to #1 category rank on Mumzworld, without leaning only on retail-media auction spend — and to prove the incremental ROAS across the full funnel.
The strategy
On-site retail media, brand social, and Mumzworld CRM — coordinated.
Mumzworld sponsored products
Always-on sponsored product ads on category, search and PDP placements — bids and creative tuned weekly to hold the top-of-PLP share of voice.
Brand social into the funnel
Brand-safe Instagram and TikTok driving specifically to Mumzworld PDPs — not the brand's own site — so every paid impression fed the retail-media flywheel.
Mumzworld CRM push
Mumzworld-owned email and push to opted-in parents, timed with a category price promo, to convert the considerers the on-site media was teeing up.
The results
Full-funnel retail media, proven on the P&L.
8.1×
ROAS
Incremental vs holdout
#1
Category rank
Mumzworld, on-platform
40K
SKU orders
Campaign window
+63%
New-to-brand buyers
Mumzworld first-party data
Inside the Mumzworld audience
Who you're reaching on the region's largest mom & baby platform.
Mumzworld — the GCC's #1 platform for mothers, babies and kids — aggregated into the audience pool DigiMotive activates on-site, on social and through CRM.
2M+
Active mothers across GCC
82%
Women aged 25–44 · primary household purchaser
9.4×
Avg. annual purchases per active mother
UAE · KSA
Dual-market activation — 90% of GCC mom spend
Baby & infant
Diapering, feeding, nursing — daily-replenishment FMCG and specialty brands.
Kids & back-to-school
Age 3–12 apparel, shoes, stationery — August peak window.
Gifting & occasions
Baby-shower, Eid, birthday — high-AOV occasions, gift-receiver households.
Want a full-funnel retail-media plan on Mumzworld?
We sell Mumzworld on-site, social and CRM as one plan — with incremental ROAS measured against a clean holdout.