First Steps. From invisible to fully booked.

A business invisible on organic.

First Steps had a great service and a small Sydney following. The bookings came from Google ads. Every dollar that came in had to be paid for in ad spend first.

The harder problem was that baby safety had no content pioneers on social. No viral accounts to learn from in the category. No proven hook formulas in the space. No clear audience behaviour to study.

We could not capture existing demand because the demand had not been created yet. The category had to be built from scratch.

Parents don't think about safety until they see the risk.

Abstract warnings do not work. Statistics do not work. But showing a parent what a tipped TV actually looks like, viscerally, in a reel, that works.

The strategy: stop telling parents to be careful. Start showing them what careful actually looks like, and what happens when it goes missing.

The content: real clips mixed with AI

Real footage of hazards combined with carefully placed AI-generated reconstructions of the risky moments. Visceral enough to stop the scroll. Educational enough to share. Specific enough to drive a booking.

The format: news-style reels

Pacing modelled on news segments, not influencer content. Tone of voice borrowed from public health messaging, not parenting Instagram. The audience knew immediately this was a different kind of account.

I was boosting posts trying to get engagement but felt pretty stuck when it came to actually growing the page. This has been game changing.

Holly Brown, First Steps Safe Steps Baby Proofing

3.2M views on one reel. Fully booked.

One reel did 3.2 million views. The followers came. The bookings followed. The business now relies on organic for the majority of leads. Ad spend dropped to almost zero.

The category is the category First Steps built. Other baby proofers in Australia now follow content patterns we set first.