Hi there,
Welcome to the 19th 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.
Summer Days Campaign
Summer is slow.
Slow in sales, slow in making moves. Everybody's out there living their best beach life.
So we thought: why not turn this sleepy season into our secret weapon? We went all in and:
- Created over 185 image banners for Meta & Google
- Prepared 8 email marketing sendouts
- Prepared 2 sms marketing sendouts
All set to drop over 10 days straight.
We kicked things off by cherry-picking 5 products worth shouting about.
Then we whipped up 5 killer templates built around our summer vibe.
Finally, we cranked out all the variants using these formats.
| Channel | Specs | Notes |
|---|---|---|
| Meta | 1080x1080 | |
| Meta | 1080x1920 | Remember Reel safezone. |
| Google PMax | 1200x1200 | |
| Google PMax | 1200x628 | |
| Google PMax | 960x1200 | |
| Search campaign | 1200x1200 | These creative can not have text, graphics. |
| Search campaign | 1200x628 | These creative can not have text, graphics. |
| Search campaign | 1200x628 |
The full campaign was executed by our agency, PL & Partners.
From idea to launch was <72h.
The results? Worth every bit of the hustle.
ROAS jumped +30% compared to our regular ad creatives during the campaign. We also ramped up the volume (ad spend) significantly.
We even gave some of our old winning ads a summer makeover with fresh copy and headlines and guess what? They started performing again.
We're honestly stoked with how this turned out. It completely flipped July from what could've been a terrible sales month into solid growth.
The campaign's final day? Our second-highest revenue day of the entire year.
We're now building out a proper campaign playbook for anew sleep.
Slow start with Amazon
We've been live on Amazon since the beginning of the year.
And it's been a bumpy ride.
When people say Amazon is difficult to work with... they're absolutely right.
The system feels like it hasn't been updated since the early 2000s (I'm not kidding), and there are numerous fields to fill out, but you have no idea which ones actually matter.
The time investment is definitely not beginner-friendly.
That's why we hired a top-tier agency. Without them, we would've thrown in the towel at least 10 times by now.
From sales being few and far between, to bogus copyright infringement cases shutting down your store (thanks to pesky competitors doing anything to mess with you), and razor-thin margins, the whole thing is brutal.
We're nowhere near profitable on Amazon yet, but that's okay for now.
I know how incredible Amazon can be when it works. So we're sticking with it, grinding away, and trying to crack the code.
More updates on this adventure coming soon.
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.
