For almost 150 years, Silver Cross has been trusted by families around the world. As the original British nursery brand, it combines design, craftsmanship, and safety in every product. To keep growing in a competitive market, Silver Cross needed to build genuine trust with a new generation of parents. Crucially, it needed to show up in places where modern parents actively discover and evaluate brands.

Working together, we evolved their Paid Social strategy, shifting from brand-led advertising to creator-led storytelling, to strengthen authenticity, boost performance, and drive long-term growth.

As a luxury brand, Silver Cross had traditionally leaned on celebrity endorsements to reflect its premium positioning. However, our strategy team uncovered audience insight using TGI Kantar that revealed a shift – today’s parents wanted to hear from people like them: relatable, real, and authentic.

The challenge was to maintain Silver Cross’s sense of quality and aspiration while becoming more discoverable and emotionally resonant with modern parents. Could creator-led content deliver the same credibility as celebrity campaigns, while improving performance on Meta?

We reshaped Silver Cross’s Paid Social approach to prioritise creator-style content that felt native to Meta, while retaining the brand’s premium positioning.

Working with creator and influencer assets developed by Silver Cross, we focused on how this content was strategically deployed, structured, and scaled across Paid Social to maximise impact.

Two complementary creative routes were developed:

• Untagged UGC ads that blended naturally into feeds, feeling organic and authentic while aligning with trending formats.
• Influencer partnerships with trusted, high-profile mums to bring credibility and reach.

This balanced approach strengthened both emotional trust and in-platform discoverability, ensuring the brand showed up credibly at every stage of consideration. Creator content was used across both traffic and conversion campaigns to maximise reach, engagement, and sales performance.

From January–August 2025 compared to the previous year:

• Engagement rate almost doubled (+98%)
• Site visits became more efficient, with CpLPV down 3%
• Visitors were 61% more likely to buy, driving record conversion rates
• ROAS up 118% – more than double the return per £1 spent
• CPA down 29%, saving £14 per new customer
• ROAS remained above 1000% nearly every month in 2025

This uplift gave Silver Cross the confidence to scale investment by 25%, expanding reach and solidifying creators as a core part of its always-on approach. The success has since led to a new partnership with a dedicated  content agency to keep delivering authentic, high-performing content year-round.

For Silver Cross, this wasn’t just a campaign shift – it was a mindset shift. By replacing polished celebrity ads with authentic creator storytelling, the brand proved that credibility and relatability can drive both trust and commercial success.

This work shows how a heritage luxury brand can evolve for a new generation of parents by leading with insight, creativity, and evidence-based performance.

It’s a clear example of how putting discoverability at the heart of the strategy, not just media spend, can unlock lasting growth.

The impact of this shift was recognised at the 2025 Meta Agency Awards, produced in partnership with Campaign and Performance Marketing World.

Our collaboration with Silver Cross was named Runner-Up for “Best Use of Creator Marketing.”

The judges commended the campaign for its creativity, authenticity, and measurable results – recognising how it redefined what effective creator marketing can look like for a heritage brand.