Case Study
Eli & Elm
Facebook Ads, Google Ads, Media Buying
Project Overview
Eli & Elm is a disruptive brand in the home goods market. Their premier product is a pillow designed specifically for side sleepers. The Problem: Eli & Elm had been relying solely on affiliates to produce sales. They had engaged one other agency with limited results. Eli & Elm wanted to reduce their reliance on affiliates and develop their own sales channels via paid media (Facebook Ads, Google Ads).
Strategy
We decided to launch the brand on social because we could take advantage of Facebook’s machine learning and AI to drive sales quickly.
Campaign Launch Structure:
- Top of Funnel (purchase goal): We used a mixture of product and lifestyle images to target cold traffic at the top of the funnel.
- Middle of Funnel (purchase goal): We decided to use Facebook’s lookalike audiences at 5%, which gave us a group of around 11 million people who are potentially in-market for our client’s products.
- Bot tom of Funnel (purchase goal): We chose to serve to different content to users based on how many days had passed since they visited the website. We use dynamic catalog ads and product-specific ads to get the highest return on spend.
Using the data the right way.
Eli & Elm is in a very competitive space. In case you didn’t know, the bedding/ mattress market is one of the most competitive in the world. Brands like Casper, Purple, and Saatva all sell specialized pillows and bedding, and they have a virtually unlimited budget. We needed to leverage Eli & Elm’s customer data to the max. Here’s what we did:
- Build finely tuned lookalike audiences based on valuable website events.
- Raise the frequency on top of funnel and bottom of funnel audiences, beyond what is normally acceptable or allowed.
- Stagger content to retargeting cohorts based on specific actions the users take on the website. This also helps reduce the dreaded “ad fatigue.”
