Case Study [Retail & E-Commerce]
Meta Ads Case Study for Pediatric Therapy Brand
Ran a 3-month targeted Meta advertising campaign for Theraplay across Facebook and Instagram, delivering 3.52 crore+ impressions and building sustained brand visibility among caregivers, parents, and therapy professionals.
Theraplay
Scaling a Pediatric Therapy Products Brand to 1.6 Crore+ People Through Targeted Meta Advertising
Client: Theraplay
Industry: Retail & E-Commerce
Campaign Duration: March 16 – June 18, 2025
Partner: Shemon Software Solutions
Services Provided: Digital Transformation, Campaign Strategy, Social Media
Platform:Facebook, Instagram, Amazon
Tracking: Meta Pixel, Custom UTM Tags, Link Tracking
Overview
Theraplay is a brand specializing in pediatric therapy and developmental healthcare products, serving caregivers, parents, and therapy professionals. Their product range supports children undergoing developmental therapy, making their audience deeply purposeful and their brand mission genuinely meaningful.
Despite having a strong product offering, Theraplay needed to significantly grow their digital presence, reach new audiences, and drive both direct product sales and qualified leads. Shemon Software Solutions designed and executed a targeted Meta advertising campaign across Facebook and Instagram, running from March to June 2025, to scale their brand visibility and commercial performance.
The Challenge
Theraplay is a brand specializing in pediatric therapy and developmental healthcare products, serving caregivers, parents, and therapy professionals. Their product range supports children undergoing developmental therapy, making their audience deeply purposeful and their brand mission genuinely meaningful.
Despite having a strong product offering, Theraplay needed to significantly grow their digital presence, reach new audiences, and drive both direct product sales and qualified leads. Shemon Software Solutions designed and executed a targeted Meta advertising campaign across Facebook and Instagram, running from March to June 2025, to scale their brand visibility and commercial performance.
Our Approach
Shemon Software Solutions built a structured, full-funnel Meta campaign designed to move audiences from first discovery through to purchase, with each stage tracked and optimized throughout the 3-month campaign window:
Audience Strategy & Targeting
The campaign began with precise audience definition, identifying caregivers, parents of children with developmental needs, occupational therapists, speech therapists, and pediatric healthcare professionals across Facebook and Instagram. Custom audiences and interest-based targeting ensured that every impression reached someone genuinely relevant to Theraplay’s products.
- Interest-based targeting across parenting, pediatric therapy, and child development segments
- Lookalike audiences built from existing customer and lead data
- Retargeting campaigns re-engaging users who visited product pages or showed purchase intent
Creative & Messaging
Creative assets were developed to speak directly to the emotional and practical needs of the target audience, parents seeking the best support for their children, and professionals looking for trusted product recommendations. Messaging balanced product benefits with the broader mission of supporting child development.
- Platform-optimised ad formats for Facebook and Instagram feeds and stories
- Creatives tailored separately for awareness, lead generation, and conversion objectives
- Clear, benefit-led messaging resonating with both parent and professional audiences
Traffic & Conversion Tracking
A robust tracking infrastructure was put in place to ensure every click, lead, and conversion could be attributed and optimized. This data backbone allowed for continuous campaign refinement throughout the 3-month run.
- Custom UTM tags tracking Facebook and Instagram traffic through to the Amazon marketplace
- Meta Pixel implementation for granular on-site behaviour tracking
- Conversion actions tracked: add-to-carts, completed checkouts, and lead form submissions
- Link tracking tools monitoring traffic flow from ads to landing pages and Amazon listings
Continuous Optimisation
Rather than a set-and-forget approach, the campaign was actively managed and optimised throughout its duration, pausing underperforming creatives, scaling winning audiences, and reallocating budget toward the highest-performing ad sets based on weekly performance reviews
Key Results
1.6 Cr+
Total users reached
3.52 Cr+
Total impressions delivered
Detailed Results
Brand Awareness at Scale
The campaign successfully placed Theraplay's brand in front of over 1.6 crore relevant users across Facebook and Instagram, building sustained visibility among caregivers, parents, and therapy professionals throughout the 3-month window. With 3.52 crore+ total impressions delivered, Theraplay's brand presence in the pediatric therapy products space was measurably and significantly strengthened.
Qualified Lead Generation
The campaign generated a strong pipeline of qualified leads from buyers and therapy professionals, captured through optimized lead forms designed for minimal friction and maximum relevance. Every lead represented a genuine, high-intent prospect for Theraplay's product range.
Product Sales & Amazon Traffic
Custom UTM tracking confirmed meaningful traffic flow from Meta ads through to Theraplay's Amazon marketplace listings and landing pages. Conversion actions, including add-to-carts and completed checkouts — were tracked throughout, providing clear visibility into the campaign's direct commercial contribution.
Data-Driven Campaign Performance
The robust tracking infrastructure built for this campaign, Meta Pixel, custom UTMs, and link tracking, delivered granular performance insights that enabled continuous optimization. This data foundation also leaves Theraplay with a valuable analytics asset for all future campaigns.
Impact
In just three months, Shemon Software Solutions helped Theraplay go from a brand with limited digital footprint to one that had been seen by over 1.6 crore people across India’s most active social platforms. The campaign didn’t just generate numbers, it built genuine awareness among exactly the right audience: parents, caregivers, and professionals whose daily lives intersect with the products Theraplay makes.
With a proven campaign structure, a rich tracking foundation, and a warm, engaged audience now in place, Theraplay is well-positioned to scale further, converting the awareness built in this campaign into long-term brand loyalty and sustained commercial growth.
