Delta Children
Trusted by Families, Built on Generations of Care
Industry
Baby, Home
Services we provided
Client Stories
- Digital Marketing
What to know about Delta Children?
When Delta Children approached us, it felt less like a formal engagement and more like two teams sitting down to problem-solve together. As a long-standing family brand led by co-founder Lorraine Gold and her stellar team - Hannah, Grant and the whole crew. Delta was coming out of a tough 2024 marked by tariff changes, softer consumer sentiment, and the realities of the baby category where parents often take 4–6 months to choose a crib, stroller, or nursery setup. This long consideration window made incrementality hard to measure, visibility into channels unclear, and consistency across media challenging.
Delta needed a partner that could operate as a true extension of their team, supporting everything across Amazon (Vendor + Seller Central), Google, Facebook, TikTok, Pinterest, creative strategy, and creative production. For us, the priority became rebuilding clarity within each ad channel's reporting, strengthening foundational campaign structures, and helping them get back on a growth path.
Delta initially struggled with limited insight into channel incrementality, inconsistent audience segmentation, and the need to create more trust-building content for new parents over time. Drawing on learnings from similar long-consideration categories, we focused on a structure that nurtures, educates, and steadily builds intent from prospecting users.
On Amazon, we improved the entire performance engine:
- 100% paid revenue growth on Amazon VC in the first six months
- Maintained ACOS targets while scaling
- Integrated Adbrew and built an advanced day-parting strategy
- Improved SKU efficiency through smarter budget allocation, while also working closely with the team on deploying better A+ content across listings
On Google, we reduced the reliance on branded search and rebuilt the account around stronger non-branded and category-led campaigns, supported by Demand Gen and YouTube to strengthen the prospecting engine.
On Facebook, we improved creative testing by tightening ad-level segmentation, rebuilt the prospecting vs remarketing structure, partnered with Creative Adbundance for fresh UGC, and introduced a regular cadence of insight-led creative via our Upspring.ai intelligence layer.
These structural changes allowed Delta to enter the season with strength, resulting in 28% Q4 year-over-year revenue growth while maintaining TACOS efficiency, and even surpassing their exceptional 2023 performance during BFCM weekend, one of the brand’s strongest historical benchmarks.
Looking ahead to 2026, the focus is on deepening our understanding of true incrementality at the ad level, reinforcing Delta’s position as a leading baby-category brand, and creating new, AI-forward content that supports longer decision cycles while capturing more high-intent parents.
Testimonial by Lorraine Gold
“Can’t speak highly enough of Igloo! They’re an absolute pleasure to work with, efficient, responsive, and exceptionally good at what they do. Working with Andrew and the team has helped Delta get back on track with each channel, and have solid operators steer the ship to a strong back-half of 2025. Excited for the future with the team.”
