Overview
A BUSINESS INVISIBLE ON ORGANIC. FULLY RELIANT ON ADS.
Baby proofing / home safety — ongoing client
First Steps is a baby proofing and home safety business. When we started working together, their entire lead pipeline ran through paid media. Organic wasn't generating anything. Followers sat around 2,000 and weren't moving.
The brief was simple: make organic work. The challenge was anything but.
01
THE CHALLENGE: NO CATEGORY TO FOLLOW.
Nobody had cracked baby safety content on social media
Most content strategies start with research — find what's already working in your niche and build from there. With First Steps, that option didn't exist.
Baby safety had no content pioneers on social media. No viral accounts to learn from. No hook formulas proven in the space. No clear audience behaviour to study.
The core problem
We couldn't capture existing demand because the demand hadn't been created yet. We had to build the category from scratch.
That meant the entire strategy had to be built from first principles. What makes a parent stop scrolling? What emotion triggers a share? What risk is real enough to feel urgent but not so extreme it feels irrelevant?
02
THE STRATEGY: DEMONSTRATE THE RISK.
Make the invisible danger visible
The insight that unlocked everything was simple: parents don't think about baby safety until something goes wrong — or until they see exactly how wrong it can go.
Abstract warnings don't work. Statistics don't work. But showing a parent what a tipped TV actually looks like — viscerally, in a reel — that works.
Strategic direction
Stop telling parents to be careful. Show them what happens when they're not. Make the risk real enough to act on.
- Lead with the risk, not the solution — hook on fear of consequence, not product features
- Use visual demonstration over explanation — show, don't tell
- Make content shareable between parents — every piece engineered for DMs and saves
- Position First Steps as the authority in a category they were creating
03
THE CONTENT: REAL CLIPS MIXED WITH AI.
A new format for a category that had never been done
To demonstrate risk at the scale needed to go viral, we created a content format that didn't exist yet in this space — mixing real-world footage with AI-generated dramatisation.
Real clips provided authenticity. AI footage let us show scenarios that would be impossible or dangerous to film in real life. Together, they created content that felt urgent, believable, and impossible to scroll past.
The TV Video
A reel demonstrating the danger of unsecured televisions — real footage mixed with AI dramatisation. No budget. No production crew. Just the right idea executed well.
That single video became the proof of concept. The format worked. We built a repeatable content system around it — and the account started compounding.
The TV Video — 1.4M Views
04
THE RESULTS.
Business outcomes, not just vanity metrics
The follower count sits at 7,000+. That number doesn't tell the story. The business outcomes do.
First Steps now owns the baby safety category in their market on social media. Search for baby safety content and they come up. That's brand equity that no ad spend builds quickly — and it compounds every month.
They're still a client. The system keeps running.
05
THE KEY INSIGHT.
Followers are a vanity metric. Bookings are the business metric.
Most businesses think they need 100,000 followers to make social media work. First Steps proves that's wrong.
What this case study proves
You don't need a massive following to be fully booked. You need the right content reaching the right people at the right moment. 7,000 followers. Fully booked. Ads spend reduced. The system did that.
The lesson isn't specific to baby safety. It applies to any business where people don't know they need the service until they see exactly why they do. Show them the problem. Be the solution. Build the category before anyone else does.