The irony of performance marketing: why the smartest move is to not always depend on it

For Silver Cross, a brand trusted by parents for generations, the real challenge wasn’t awareness. It was building the kind of relevance and momentum that lasts, and keeps their target demographic discovering them, even when the ads stop running. With algorithms shifting and attention harder to hold, how do you create growth that stands on its own?  We unpacked this in our webinar, “Why Your Performance Spend Won’t Drive Growth in 2026,” with Lydia Hinchliff, Strategy VP at Journey Further, and Chloe Byrne, eCommerce Manager at Silver Cross.

Modernising heritage without losing heart

After acknowledging the limits of performance-led growth, Silver Cross set out to modernise a 140-year-old brand without losing its core soul. When discussing their heritage, eCommerce Manager at Silver Cross, Chloe Byrne explains: “It’s craftsmanship, trust, and love – values that still shape everything we make.”  Today’s parents need something different. Sleek, functional, and city-proof. So Silver Cross evolved its design and messaging while staying true to those core values. “Everything’s still designed in Skipton, down to the last stitch,” Chloe added. “That’s how we evolve without losing what people love about us.”

Authenticity over perfection

The bigger transformation came in how Silver Cross shows up. The brand moved from polished studio campaigns to real, relatable, user-generated content (UGC).  Parents sharing their own stories, moments, and experiences because when it comes to children, people trust people. For Silver Cross, that authenticity builds credibility and warmth. The content feels human, and that ultimately makes it more compelling for its target audience. But this isn’t about replacing everything with UGC, it’s about relevance. What works for one brand won’t always work for another. For Silver Cross, real stories build trust. For a different audience or industry, connection might come from expertise, aspiration, or innovation instead. The key is knowing what resonates and showing up in a way that feels real for your audience.

The power of advocacy

What if performance channels disappeared tomorrow? “Word of mouth would still carry us,” Chloe said. “Recommendations from parents and friends are still our biggest driver of purchase.” That’s not luck. It’s strategy. Silver Cross deliberately invests in experiences that spark advocacy, from design to customer service. When people love what you do, they tell others. No algorithm required.

From renting to owning your audience

“Relying purely on paid performance is like renting your audience,” Chloe said. “Investing in brand and experience means owning it.” That ownership shows up in repeat purchases, organic reach, and communities that sustain growth long after the campaign ends.

Practical steps for marketers

Shift your mindset. Quick wins feel good – but they fade fast.

• Invest in fundamentals: strong products and experiences fuel organic growth.
• Empower advocates: every happy customer is a channel.
• Measure what matters: focus on long-term value, not daily ROAS.

As Lydia Hinchliff reminded us: “This isn’t a media problem – it’s a brand confidence problem. The brands that win in 2026 will be the ones strong enough to thrive even when spending stops.”

Meaning is the new performance

The next phase of marketing isn’t just about performance – it’s about purpose, advocacy, and trust. Because when you build something people truly believe in, you don’t have to keep paying to prove it.