A recent Instagram post from Lovevery, a subscription site specializing in early childhood development, offered advice on growing a toddler’s attention span—a tip all parents could use.

“Resist the urge to interrupt or comment,” read the missive promoting Lovevery’s Liquid Lab play kit. “If they look up at you, acknowledge them with a smile.”

The post garnered more than 100 comments and more than 22,000 likes. It’s one example of the kind of content that the direct-to-consumer subscription service is using to engage its 320,000 active subscribers and customers while attracting new ones as well.

In its eight-year existence, Lovevery has built a brand around purpose-based playtime. A boost from the pandemic, when scores of parents under lockdown sought out educational entertainment for their kids, helped pave the way to mass appeal and success.

Marketing is primarily organic, as Lovevery benefits from the proclivity of parents to share recommendations. Yet the brand has also dabbled in larger channels—it’s been on connected TV since 2020 and tested linear TV last year. “Home Cozy,” a 2022 campaign developed in-house that showcased how the brand resonates with parents and children, marked Lovevery’s first marketing push for the holiday season.

Yet its exceptional 85 Net Promoter Score (NPS), which measures loyalty and customer experience, might speak loudest to the brand trust Lovevery has fostered with consumers.

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