Built to Last, Now Built to Scale.

Understanding Attribution Through Paid Ads Given the Sales Cycle

Given the product's quality, price point and type, the consideration period before purchase is long. We needed to do significant work across GA and Store Hero to properly understand that cycle, so we could pace budget correctly, produce enough content, and align messaging to where customers actually sat in the journey. The account was also fairly dormant in places, which meant building up fresh conversion and signal data was a challenge in its own right.

‍

Creative Innovation Across Formats, UGC and EGC

The brand had always been strong from a retail perspective, but digital content hadn't kept pace. We needed fresh thinking across formats, ad types, hooks and angles, a genuine overhaul rather than an incremental tweak. That excited us, because the story behind the brand is a strong one: real history, a real journey to get to where it is today, and a genuinely passionate team, exactly the ingredients that make for momentum-building content.

Mapping Intent Across Different Parts of the Site

Understanding intent across different areas of the site was key to supporting the sales cycle and attribution challenge above - given the price point, signals like this carry real value. Fabric swatches, samples of the different fabric options, stood out as a natural first step in the conversion journey, and something we felt we could build a focused strategy around.

Data Enrichment Following the Previous Approach

A significant data enrichment process was needed to address historically low activity across the account. This mattered for two reasons: to build a genuine understanding of how customers were behaving, and to give Meta enough signal to learn and improve targeting efficiency.

Used Data Tools Like GA and Store Hero to Understand the Sales Cycle

To create the right volume and type of content, with messaging that actually lands - we first needed a clear picture of how long it typically takes a customer to convert. These are high-quality, high-price-point products, and a genuinely considered purchase, so our creative approach had to reflect that reality from the outset. Mapping this out properly was the essential first step for the team.

Followed our Creative Research and Strategy Process

We ran our standardised brand hub research process to understand what drives people to consider a purchase, and what ultimately motivates them to convert. Sleep quality, the handmade craftsmanship, product quality and the brand story all stood out as key purchase drivers, so these became our core focus. Founder Andrew has a genuinely unique story, and we made sure to weave that into the paid strategy. This research became the foundation for the entire creative suite that followed.

Expanded the Range of Formats we Were Creating

Strong concepts and angles are only half the puzzle, we also needed real creative diversity across formats. The team built out a strong spread across UGC, EGC, statics, founder video and brand-building content. The factory where every mattress is made is genuinely remarkable, and it became a centrepiece of the strategy, letting us show people the time, care and craftsmanship behind every stitch.

‍

Properly Building up Brand and Account Data

Once the process from Solution 1 was in place, we began systematically collecting data at every stage of the funnel, starting with lighter, top-of-funnel signals and working through to conversion and post-purchase behaviour. It was a gradual build, but one that laid the foundations for long-term account success.