Hi there,
Welcome to the 20th edition of "State of anew sleep".
Every month, I share snippets of what I (and the team) at anew sleep are working on.
Here's what happened.
End of year (Q5) planning
We have started preparing campaigns for Black Week, Christmas and the January sale. Meta calls this Q5, and it is where competition peaks.
For us it means the overlap between Q4 and Q1 where up to 35–40% of yearly revenue can land in a ten week window.
Budgets are being set with flexible ranges. We expect ad costs to increase compared to last year, so the plan is to push volume early and then shift spend based on performance once competition peaks.
Creative testing has already started so we enter November with "proven" winners.
New acquisition channels
One thing is for sure:
Meta and Google will be a battlefield in Q5. Everyone scales budgets, which pushes costs up. Relying only on these two is a risk for any brand.
We are working on additional traffic sources to spread spend and reduce pressure on the main channels.
The goal is not to replace them but to lower blended CPCs and add reach at a time when attention is expensive.
It is going to be media platforms, other social networks, scaling our owned channels, and pursuing partnerships with creators.
The target is to let new channels carry 10-15% of the budget by peak season.
New products for Q1 2026
Planning ahead also means setting up next year. We are working with new suppliers and building a pipeline of products for Q1.
When we scope growth we look at multiplicator factors: products, channels, markets and partnerships.
Each can add to revenue, but the biggest gains come when they overlap. The aim is to start 2026 with all four in motion.
B2B partners for Q4
We are also expanding B2B for Q4. Some existing partners will scale activity, and a few new ones are being added.
This will not be the main driver of growth but it adds useful support. The idea is to strengthen consumer campaigns with steady partner activity on the side.
For example, a new B2B partner we worked with delivered over 120.000 DKK (≃$ 20.000) in sales within only a few weeks.
Conclusion
Thanks for sticking around this long. I will be doing this every month. If there's something specific you want to hear about in these updates, shoot me a message on LinkedIn.
See you in a month.
