Wildride Target Case Study: How a toddler carrier brand launched at Target and reached 8.6x ROAS on Roundel ads
Olifant Digital launched Wildride at Target in 2026 with listings built for Target's shopper, a launch timed to the store set and Roundel ads managed daily. In six months Roundel ads drove $152,693 in sales and 1,734 orders at 8.6x ROAS.
European toddler carriers, now on Target shelves and Target.com
Wildride makes ergonomic toddler carriers and hip seats that parents wear like part of the outfit. After a loyal following in Europe and a US DTC launch with Olifant, the brand launched at Target in 2026.
A new brand at Target starts with no reviews, no sales history and an ad algorithm that needs time to learn. Every dollar in the first months has to build visibility and still pay back.
What Wildride had to solve at Target:
Wildride arrived at Target with strong demand from its US DTC launch, but none of that history carried over to Target on day one.
A new item with no reviews or sales history on Target.com
An ad algorithm that needs 30 to 45 days to learn a new item
A launch date tied to stores setting the product
Several colorways competing for one ad budget
A Target shopper who buys differently from Amazon and DTC customers
Seven steps that took Wildride from a new Target item to 8.6x ROAS on Roundel
We ran Target as its own channel, not a copy of Amazon or DTC: listings for Target's shopper, a launch timed to the store set, and Roundel ads judged on what every SKU earns.
Built listings for Target's shopper
Timed the launch to the store set
Started with auto and keyword campaigns side by side
Gave the best seller its own budget
Expanded into baby and stroller searches
Judged every colorway on what it earns
Improving the product pages with Target
The numbers speak for themselves.
On Roundel ads, April to September 2026
From Roundel ads in six months, on $17,748 of spend
Attributed to Roundel ads, at an 8.4% conversion rate
ROAS in July 2026, after the baby and stroller campaigns went live
![Wildride [Target]](https://cdn.prod.website-files.com/67d954d376c7cb7cb2b7ae9a/6a579f56c0c20a7b8ae55911_image%2010007%20(Traced).svg)
"Working with Olifant feels like having an extension of our team, not an agency. They're in our metrics daily, tracking CPA and MER in real-time, and they care about our results as much as we do. They scaled our brand in the U.S. from zero to a 7-figure run rate profitably in under two months, and now manage our marketing across the U.S. and Europe."
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Launching at Target?
Wildride's Roundel ads returned 9.9x in the first full month and 8.6x over six months. If you are launching at Target, work with a team that has done it.
Frequently asked questions
How did Olifant Digital launch Wildride at Target?
We built the listings for Target's shopper, held the first ads until the stores had set the product, and launched auto and keyword campaigns in Roundel Media Studio, then gave the best seller its own campaigns.
What results did Wildride get from Roundel ads?
From April to September 2026, Roundel ads drove $152,693 in sales and 1,734 orders on $17,748 of ad spend, an 8.6x ROAS. July was the best month at 11.1x.
How long does Roundel take to learn a new item?
Target's ad algorithm can take 30 to 45 days to learn a new item. We run auto and keyword campaigns together from day one, so the account learns which searches convert while the core terms are already covered.
What services did Olifant Digital provide to Wildride at Target?
Target launch planning, listing content, Roundel Media Studio campaign management, keyword targeting and SKU level reporting. The same team runs Wildride's DTC ads in the US and Europe.
Does Olifant Digital also work with Target Plus brands?
Yes. Target Plus sellers advertise through the same Roundel platform. We help Target Plus brands with the application, listings built for Target's shopper and daily Roundel ads.
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