This online children toy company used Instagram to build a toy empire of young parents who share its unique product, ultimately increasing its end-of-year holiday sales by 2.8X compared to the previous year.
Toys for everyone
Founded in 2017, Milton & Goose sells nontoxic, sustainable, heirloom-quality toys that embody modern aesthetics and that are made in the US with top- quality wood. The company got its start when founder Shari Raymon was unable to find a play kitchen for her one-year-old son that met her high standards.
“To say our business was built on Instagram is not an overstatement. This is how so many of our customers found us. We launched in July 2017 with zero followers and didn’t realise at the time what a big role Instagram would play in the success of the business. It has led us to incredible media exposure, key contacts and retail opportunities.”
– Shay Raymond, Founder Milton & Goose
Since M&G’s products start at $400, few people will buy them on impulse. On average, shoppers interact with the brand four times before they finally make a purchase. Therefore M&G needed to ensure that they are constantly producing engaging content for potential customers to engage with.
Mixing it up
In order to reach more potential customers and ensure that M&G would stay in peoples minds alongside brands people already knew about, Shari turned to Instagram. This platform was ideal for showcasing the brand and what it stands for. Particularly when kids were pictured playing with its child-sized kitchen and furniture Shari found that posts don’t necessarily have to belong short and sweet captions are a simple yet effective way of enticing customers.
Shari encourages customers to engage with the brand after their purchases. When M&G ships an order, it drops a card into the package to inspire customers to share photos of there experience with there Instagram followers and tag the brand. This kind of content is great for people to see exactly what it would look like in a home environment creating trust in the brand.
When the customers tags their photos with @miltonandgoose, Shari can reshare the photos on the company’s Instagram account which then directly feeds into the website. Instagram has provided broad exposure for M&G, and Shari estimates that about 50% of her customers have discovered the brand via the platform. Instagram has also helped with the following;
- 50% of customers discovered Milton & Goose on Instagram
- 2.8X increase in fourth-quarter holiday sales over the previous year
- 4.6X increase in 2018 Black Friday sales over the previous year
- 38% of unique visitors to website referred by Instagram or Facebook (fourth quarter 2018)