SCALING SOCIAL AD SPEND FOR ECOMMERCE BRAND

THE CLIENT

  • Nuvanna entered the crowded market of online mattress retailers dominated by Casper and Tuft & Needle. With new entrants popped up every month, we needed to reinforce our unique position and build brand awareness as the lifestyle mattress brand for people who believe in mindfulness and balance.
  • The client asked us to build a strategy and help execute the launch of their brand. This includes content creation that serves to establish their positioning and then promotional activities to build brand awareness and trust. All of this would then be leveraged to help sell more mattresses.

THE PLAN

  •  uild brand awareness by creating tons of content in alignment with the brand position, and amplifying with social advertising campaigns.
  • Establish credibility by soliciting social proof through third-party reviews and testimonials. This included two targets: online mattress review sites and influencers, and people who were influential in the mindfulness and wellness space.

THE EXECUTION

  • Content Creation // To establish the brand of Nuvanna as a lifestyle brand we would create blog posts, videos, emails, and downloadable ebooks.
  • Content Amplifications // In order to ensure that people saw the content we created, Facebook and Instagram ads were used to drive website traffic and email opt-ins.
  • Influencer Marketing // Social proof is the critical factor when people decide to buy a mattress online. With competitors having so many online reviews, it was essential for Nuvanna to be visible alongside these competitors. We needed to identify and reach out to the owners of these sites and get reviews placed on their websites.

THE RESULTS

+1,000

Email leads

+25

Influencer reviews

-45%

Reduction in CPL

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