MY CALM BLANKET
CASE STUDY
THE BRAND & THE CHALLENGE
My Calm Blanket makes weighted blankets designed to weigh around 7-12% of your body weight in order to improve sleep. We partnered with them to run a successful Black Friday campaign, as well as general year-round marketing campaigns that began before and continued after the actual day, highlighting new product arrivals to their inventory.
Our focus with My Calm Blanket was generating brand awareness and running promos and special events to scale search and social accounts.
THE STRATEGY
Our challenge here was to scale the account using Facebook, Snapchat, Google, and FuelX ads.
By finding the right creatives, we managed to rotate creatives on an almost-daily basis to test a wide variety of video and image ad formats. Additionally, we leveraged testimonials through our Facebook ads to provide social proof for potential customers.
Leading up to Black Friday, we tested various audiences and ad types to eliminate underperforming variants prior to event's start.
Closer to the event, we ramped up upper-funnel advertising to create a buzz around the new products and raise awareness about the promo, optimizing Google search ads and email workflows along the way.
During the weekend, we ran unified messages across all channel and optimized ad placements every hour to ensure good returns.
Additionally, we ran re-marketing campaigns and email campaigns using personalized content to target already-interested users.
THE RESULTS
Revenue: +1849%
Ad Spend: +1900%
ROAS: +4x
As a result, within a year, we had increased ad spend by 1900% and, as a result, revenue by 2414% while maintaining a steady ROAS of 4x.
