DOE Media Ignites Bellabu Bear From Family Favorite to Q4 Powerhouse With 84% Revenue Increase
Bellabu Bear is a premium bamboo baby wear brand known for its eczema-friendly pajamas, convertible footies, and original hand-drawn prints that combine skin-safe comfort with playful design. Crafted with ultra-soft, sustainable materials, the brand has earned the love of parents nationwide and a firm reputation in the organic baby clothing and toddler sleepwear space.
With high-profile licensing collaborations from Warner Bros. to Nickelodeon, Bellabu Bear built its growth through word-of-mouth and in-house marketing.
They came to DOE Media the day before Halloween to ensure a successful holiday and BFCM season, partnering with us to take things to the next level—improving advertising efficiency, sharpening profitability strategy, and scaling sustainably without compromising quality, brand values, or customer trust.
The Challenge
Bellabu Bear came to DOE Media just days before Halloween—on the cusp of the busiest shopping season of the year. While the brand was well-established, it faced multiple roadblocks that limited scalable growth:
Meta Advertising
- Return on ad spend (ROAS) was stuck at 1.56, held back by over-reliance on Advantage+ campaigns that kept targeting the same mid-funnel audiences.
- Creative strategy was stagnant—repurposed assets were used repeatedly with little testing or differentiation.
- Prospecting efforts lacked structure and reach, preventing the brand from engaging new parents or broader audiences.
- Their internal team had been listening to Facebook agency reps, launching broad events and audiences and firing up new campaigns for every product release—constantly resetting the algorithm and driving inefficiency.
Google Ads
- Budgets were heavily weighted toward licensing collaborations with no profitability controls.
- Campaigns were managed in-house using Google rep recommendations that focused on increasing spend—not profitability.
- Marketing Efficiency Ratio (MER) was running near 60%, a level that made profitability nearly impossible, and wasn’t tracked or aligned with goals.
Email Marketing
While emails were sent consistently (Mon–Wed–Fri–Sun), the strategy was lacking:
Poor deliverability
from over-sending and weak segmentation
Design-heavy templates with minimal copy
limited conversion potential
Engagement rates
failed to reflect the strength of their loyal customer base
Operational & In-House
Marketing Gaps
- The brand had gone through several unsuccessful partnerships with previous marketing agencies, resulting in Bellabu’s internal team managing all marketing while simultaneously overseeing operations, product drops, and licensing deals.
- Rapid growth had the brand losing sight of the metrics they should focus on, spending heavily on Meta and Google without efficiency.
- DOE Media audited their accounts in late October, identified these issues across channels, and flagged the need for a clear profitability metric.
- Licensing compliance issues—especially on platforms like Amazon—caused inconsistencies and slowed down launch timelines.
- Fast fashion pacing (weekly drops, heavy reliance on select items) wasn’t always aligned with performance data.
- Campaigns had no central profitability strategy despite strong demand and high-quality products.
The Solutions
DOE’s executive leadership team, Ramzey Nassar (CEO), Nick Raschke (COO), and Jacob Chandler (CMO), met with Bellabu to lend their business experience and help determine what the brand’s north star should be. They advised on applying appropriate profitability goals into trying to scale profitably but efficiently.
Bellabu Bear is a premium bamboo baby wear brand known for its eczema-friendly pajamas, convertible footies, and original hand-drawn prints that combine skin-safe comfort with playful design. Crafted with ultra-soft, sustainable materials, the brand has earned the love of parents nationwide and a firm reputation in the organic baby clothing and toddler sleepwear space.
- One Metric That Matter (OMTM) Focus: Redirected all efforts toward profitability, not just revenue growth.
- Audience Expansion: Expanded campaign structure beyond Advantage+, launched campaigns targeting new parents, licensing fandoms (e.g., Paw Patrol, DC Comics), and broader demo segments.
- Funnel Restructure: Introduced custom prospecting and retargeting stages for more control and scale.
- Creative Refresh: Pushed for new asset formats, video content, evergreen creatives, and collection-themed visuals that converted.
- Creative & Testing Discipline: Instituted rigorous A/B tests—video, single-image, carousel—avoiding weekly resets.
- Licensing Campaigns: Launched best-selling collaborations like Friends, If You Give a Mouse a Cookie, and Paw Patrol—with many items selling out thanks to improved targeting and sequencing.
- Account Audit & Cleanup: Paused 12+ underperforming campaigns (including overspent collabs, footies, long sleeves).
- Transition Period Strategy: Avoided hard cuts—gathered insights from existing data and gradually implemented DOE best practices.
- Strategic Consolidation: Instead of blindly following Google’s spend-focused advice, DOE created a single, high-performing standard shopping campaign. Cleaned up Brand, PerformanceMax, and other top-level campaigns while optimizing for return on ad spend (ROAS) and cost per conversion (CPC).
- Collaborative Optimization: Multiple DOE experts aligned on strategy, resisting spend-focused Google rep tactics and focusing on ROAS.
- Search Intent Funnel: DOE Media applied a “stream, river, ocean” search strategy to capture buyers at every intent level—ranging from highly specific searches like “Batman bamboo pajamas” (stream), to broader product terms like “bamboo sleepers” (river), to general category searches like “baby pajamas” (ocean). This layered approach ensured Bellabu Bear showed up for customers wherever they were in their journey—from ready-to-buy to just beginning their search.
- Segmentation + Deliverability: We restructured lists and cleaned deliverability through segmentation and targeting best practices.
- Copy + Design Balance: Added persuasive, conversion-driven copy to beautifully designed, but previously sparse, emails.
- Campaign Execution: Helped strategize, develop, and launch 15 emails and 15 SMS campaigns in 60 days—focused on maximizing revenue from each of these channels.
- Opt-In Optimization: Migrated to JustUno for better-performing email capture forms.
- Flow Strategy Guidance: Provided a roadmap for welcome, post-purchase, and cart abandonment flows.
The Results
DOE Media helped Bellabu Bear unlock their best Q4 ever, driving growth across all channels while enhancing efficiency and strengthening brand presence.
BFCM (Black Friday Cyber Monday)
Meta
- Shopify Revenue YoY: +84%
- Meta ROAS: +83% increase (from 1.39 to 2.55).
- Meta CPA: –49% (from $70 to $36)
- Meta Purchases: +102.8%
- First-month ROAS on Meta: +75%
- Revenue: +22%
- Attributed Purchases: +19.3%
- Cost Per Acquisition (CPA): –28.7%
- Cost Per Click (CPC): -17.1%
- ROAS: +56%
- Google Ads Spend: –15% (while increasing revenue by 22%)
- Month-one Google ROAS: 2× prior in-house performance
- MER down ~35% in first 3 months
Monthly Revenue Growth (YoY):
Email Marketing (2-Month Period)
- Open Rate: +92%
- Click Rate: +100%
- Overall engagement and deliverability significantly improved
- Revenue per send improved through better segmentation, audience strategy, and stronger opt-ins
Business Recalibration
DOE Media helped Bellabu Bear recalibrate their focus, shifting from growth-at-all-costs to profitable scaling, setting them on a sustainable path.
What's Next
Bellabu Bear is growing rapidly—with new warehouse expansions and fresh hires positioning them for another record-breaking year. DOE Media continues to serve as their full-funnel growth partner, overseeing:
Meta Ads
Google Ads
TikTok Strategy
Email Flows & SMS
Web Development Support
As Bellabu releases more original designs and iconic licensed collections, DOE will keep refining performance, guiding profitability, and driving scalable customer acquisition.
This partnership proves that even the most beloved brands benefit from structured, data-backed growth. With DOE Media in their corner, Bellabu Bear is not just selling out launches—they’re rewriting the playbook for sustainable success in the premium baby wear market.
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