The GRO team ran a series of advertising campaigns on Instagram and Facebook that spoke to consumers during their different stages of the buying cycle. Consumers that never heard of the PediPocket blankets were served educational ads showing off the features of the blanket. Those who showed interest in the blankets (visited the PediPocket website) were served retargeting ads featuring aggressive sales promotions and calls to actions. The GRO team also knew that the holiday season meant that consumers would see hundreds of ads during their social journeys, so their ads needed to stand out. Instead of going the static ad route, the GRO team shot a series of high-definition videos to differentiate themselves from the other advertisers. In the end, the strategy worked!