Daily Budget: CAD $200
Website: materniti.store
1. Product & Market Positioning
Materniti offers a specialized pregnancy floatation and support product designed to help expecting mothers reduce back pressure, relieve swelling, and improve overall comfort during mid–late pregnancy. Key selling points include:
- Designed for pregnant bodies
- Lightweight and adjustable
- Easy to use at home
- Ships within North America
The Canadian maternity market shows strong demand for comfort and wellness products during pregnancy, along with a high online shopping adoption rate. Decision-making tends to be careful and trust-driven, making product education and visual demonstration essential.
2. Advertising Objective
Primary Objective: Drive Purchase Conversions (Purchase Event Optimization)
Supporting goals include:
- Growing qualified audience reach
- Building product awareness
- Increasing trust and credibility
- Scaling high-quality traffic and lowering acquisition cost
3. Target Audience (Canada)
1. Core Target Group
- Women aged 25–40
- Mid to late pregnancy
- Interests: Pregnancy, Maternity Wear, Prenatal Yoga, Baby Shower, Pregnancy Support
- Motivations: Pregnancy comfort, pain relief, home-use support products
2. Expansion Audiences
- New parents
- Partners or family members purchasing gifts
- Families expecting a second child
- Users interested in Baby Registry, Baby Gifts
3. Lookalike Audiences (if data available)
Customer-based Lookalike (1–2%) in Canada to expand reach with high buying intent.
4. Campaign Structure & Budget Allocation
Total Daily Budget: CAD $200
The campaign will operate with a Testing Phase followed by a Scaling Phase to ensure sustainable performance.
1. Testing Phase (First 7–14 days)
Budget: CAD $60–70 per day (~35%)
Goal: Identify the best performing audience + creative combinations.
Structure:
- 3–4 audience groups (different interests and demographics)
- Each group runs 2–3 creatives (video, carousel, single image)
2. Scaling Phase (After winning combinations identified)
Budget: CAD $130–140 per day (~65%)
Goal: Allocate budget to the strongest performers and activate retargeting.
Structure:
- Scale top 1–2 best performing audiences
- Add retargeting for product viewers and cart abandoners
5. Creative Strategy
Strong creatives are essential for conversion-focused campaigns, especially for maternity products.
Creative Directions
- Pain Point Demonstration
Back discomfort, swelling, difficulty resting; show clear before/after benefit. - Usage Scenario Video
Real footage of pregnant users relaxing at home using the product. Promotes comfort and safety. - UGC/Testimonial Content
User-generated experiences, short clips, or customer reviews to build trust. - Product-Focused Visuals
Highlight key features:
- Pregnancy float support
- Pressure relief
- Home usability
- Free/fast Canada shipping
- Limited-time pricing
- Copywriting Guidelines
- Clear and benefit-driven
- Avoid medical promises
- Highlight shipping, guarantee, and promotions
- Strong CTA: “Shop Now,” “Learn More”
6. Pixel Tracking & Optimization Setup
To ensure stable learning and accurate optimization:
- Full Facebook Pixel installation
- Track ViewContent, AddToCart, InitiateCheckout, Purchase
- Optimize for Purchases
- Begin with “Lowest Cost” bidding
As data grows, transition to “Cost Cap” models for more stable CPA.
7. Retargeting Strategy
Retargeting is crucial for improving ROI and conversion efficiency.
1. Viewers but No Add-to-Cart
Show reminders, benefits, and urgency messaging.
2. Add-to-Cart but No Purchase
Highlight incentives such as free shipping, limited-time pricing, or social proof.
3. Past Customers
(Optional) New products, bundles, or gifting-focused campaigns.
8. KPIs & Expected Performance
Primary KPIs
- Daily purchase volume
- Cost per Acquisition (CPA)
- Return on Ad Spend (ROAS)
- CTR (Click-through Rate)
- Add-to-Cart rate
Reference Targets
- ROAS: 2–3x (based on mid-high product price point)
- CPA: CAD $40–70 during initial learning period
- CTR: 1–1.5% or higher indicates healthy creative performance
Performance typically improves after sufficient data and creative testing.
9. Timeline & Execution Plan
| Timeline | Action Items |
|---|---|
| Days 1–3 | Pixel setup, ad account preparation, launch initial testing campaigns |
| Days 4–7 | Evaluate performance, pause underperformers, optimize creative |
| Days 8–14 | Scale winning audiences, launch retargeting campaigns |
| Days 15–30 | Stabilize performance, increase efficiency, test new creatives and audiences |
10. Summary
This advertising plan focuses on maximizing conversions within the Canadian market by leveraging targeted audiences, strategic budget allocation, strong creative development, and a structured testing-to-scaling approach. With systematic optimization, the campaign is designed to build sustainable performance and generate consistent returns for Materniti.
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