Hi there,
Welcome to the 15th 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.
Testing a new marketing channel
As much as I love Meta and Google (and that's coming from someone who spent +$400M across Meta and Google for our clients in the past 10 years), we all have to come to a conclusion: it's only going to get more expensive.
This leaves you with a couple of options:
- Get better at running ads.
- Get better at getting customers to add more to their baskets and repeat orders.
- Get out of the ad managers and find new ways to diversify.
I am always working on #1 and #2. It's not like there are endless possibilities to add new marketing channels, but I am always on the lookout.
I've always had an interest in sponsored content and banners on media websites. These websites are heavily visited and often have a broad audience.
If you check out what kinds of companies advertise on these websites, it's often broad-appeal businesses such as:
- Streaming services
- Electronics stores
- Telecommunication providers (TV/Internet/Phone)
- Travel companies
- Car manufacturers
These are products and services relevant for most people.
Remember these media sites do not have targeting options, advanced algorithms and so on—like Meta does.
One thing we have going for us in anew sleep is our audience is broad.
Over 50% of our buyers are women aged 35-64.
So I got in touch with Frederik from Contimo, and now we're running experiments on our products, doing sponsored content, promoting them.
Initial results are mixed: some products seem to be doing good and some are not.
But I believe this has the potential to be a really interesting platform for us in the future.
When I run these new marketing channel experiments, I really want to have all the best data available. So we set up serverside tracking from the get-go and will be closely monitoring results to see how scalable this platform is for us.
More on this in the future.
Whitelisting in 2025
When advertising on Meta and TikTok, it's no surprise that using UGC (User Generated Content) is a huge enabler to improve your performance (e.g. ROAS).
But one area that is slightly overlooked is influencer whitelisting. The approach of using UGC content and advertising it from the influencer's/creator's profile.
More often than not, it will increase performance using non-brand profiles (e.g. creator/influencer profiles). It also provides another benefit, which is you can use my secret (now not-so-secret) technique to achieve multiple impressions in the same feed to your customers, essentially doubling or tripling your impressions to the same person within minutes (this is a huge boost). If you're interested in this technique, I wrote a post on this in the past:
Kristian Larsen
But now back to influencers.
We will be doubling down on more influencer whitelisting, both creators with their audience and classical UGC creators.
I've invested +$25.000 in usage rights in the past 12 months for anew sleep and now we have a playbook on creating the best whitelisting campaigns.
Some terms you think might not matter can be the difference between running a ROAS of 4x (scaling) and 1.5x (struggling) using the same creator.
Coming up
In the coming months, we're going to work on things such as launching a new product line (around May), optimizing our e-mail flow for more repeat purchases, hiring a new person for our customer service team, finding a return portal tool to help facilitate easier returns (for all parties) and hopefully reduce returns through clever initiatives.
Conclusion
Thanks for reading so far. 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.
