Frida

Overview

Elevating Amazon & Meta performance with a cohesive creative strategy

Frida, a category leader in baby and postpartum care, faced rising competition from copycat brands on Amazon and beyond. With Amazon as its top sales channel and Meta as its key prospecting tool, Frida needed a stronger performance creative strategy to defend brand equity and drive sales while also navigating a brand evolution simultaneously.

The Strategy

Fat Earth overhauled Frida’s Meta and Amazon SBV ads, integrating its refreshed branding through close collaboration with their internal team, with a mix of high-fidelity and lo-fi content. We leveraged real parents and babies for authenticity, highlighted Frida’s #1 Pediatrician Recommended status, and optimized creative to balance brand storytelling with conversion-driven messaging.

What Worked Well

Authenticity proved to be a winning strategy, with real moms and babies driving higher engagement and building trust with Frida’s audience. A balanced creative mix of lo-fi and high-fidelity content successfully supported both brand-building and conversions, while stronger messaging and a refined brand identity reinforced Frida’s market leadership and delivered improved ad efficiency.