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How we transformed Cool-jams from a boutique brand to global giant in just 5 months.
21% increase in total sales
21% increase in total orders
67% increase in search traffic
30% increase in search revenue
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THE CLIENT
About Cool-jams
Cool-jams is a pioneering sleepwear brand, dedicated to enhancing the sleep quality of thousands of customers through innovative temperature-regulating fabrics, ensuring a comfortable and restful night’s sleep.
In our partnership, we focused on elevating their online presence through targeted Paid Advertising (Meta, Google, Bing, TikTok) and Conversion Rate Optimization (CRO), achieving significant growth and market expansion.
Expanding Reach While Ensuring Profitability
TOTAL CONVERSIONS UP
15%
YEAR OVER YEAR
Expanding Reach While Ensuring Profitability
Cool-Jams came to Structured with a clear goal: broaden their market reach without compromising on profitability. Positioned in a niche segment, they needed to introduce their innovative sleepwear to a wider audience, leveraging their established website, loyal customer base, and diverse product range. With their main obstacle being a stagnant creative strategy, we got to work.
From the start, we knew that the account was in dire need of fresh, engaging content that resonated with a broader demographic. From evergreen content to dynamic user-generated content (UGC), it was essential to invigorate the brand with creatives that captivated and converted. Addressing the quality and diversity of the existing creatives was our first step towards redefining Cool-jams' advertising approach.
What were the pain points?
The main challenge here: Amplify Sales & Widen Their Customer Base Profitably
Some of the core issues at hand were the escalating costs per click on platforms like Meta, Google, and Bing that were making customer acquisition increasingly expensive and complicating the path to profitable growth. With Cool-jams' premium offerings in a niche market, we needed to to not only reach but to resonate with potential customers through compelling and authentic storytelling.
So Cool-Jams struggled with pivotal Questions:
- How to Consistently Attract New Customers amidst a competitive landscape?
- How to Foster Customer Loyalty and Encourage Repeat Purchases?
- Were Current Strategies Yielding Sustainable Growth?
Cool-jams also needed optimizing in their website to improve user experience and conversion rates. Recognizing that we needed to simplify the purchasing process and enhance product visibility, the focus was on refining the site to ensure a seamless journey from landing to checkout, aiming to significantly boost conversions and customer retention.
How did we do it?
We took a comprehensive creative strategy overhaul. We developed non-branded whitelisting pages, all crafted to align with Cool-jams' brand identity and resonate with their audience. This approach not only enhanced brand trust and credibility, but also positioned Cool-jams as a leader in the sleepwear industry. We introduced a series of compelling content pieces designed to capture the audience's interest, coupled with a robust campaign structure tailored for each platform. By segmenting products and using hyper-targeted messaging for concerns like menopause and night sweats, we laid a solid foundation for growth.
To gain new reach for Cool-jams, our approach was designed to cut through the noise, connect with the right audience, and drive meaningful results.
Account Overview
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We Inherited an Account That Had:
- Limited creative winners
- Narrow range of successful ad content.
- No creative strategy/testing and stagnant advertising efforts
- Subpar account structure across all platforms
- No whitelisting
Main points to note:
Traffic Growth and User Experience:
With a significant 36% increase in traffic YoY, focus on enhancing the site's user experience was paramount. We recommend ensuring seamless navigation and clear, engaging content to improve the overall customer journey.
Creative Diversity in Strategy:
Audiences want to see something new. Leverage the diversity of UGC and creative formats to enrich the testing strategy. If you’re exploring new angles, utilize variety to connect with a broader audience and maintain fresh, engaging content.
Advantage+ for Full Funnel Coverage (absolutely key):
Integrate Advantage+ campaigns early to address all funnel stages effectively. Use winning creatives for initial engagement, continually test new ones, and scale successful strategies to achieve optimal ROAS.
Exploring New Campaign Types:
Don't shy away from testing new campaign types, to discover potential wins. Not every experiment will yield success, but the insights gathered are invaluable for refining future strategies.
Targeted Remarketing for High-Intent Users:
Launch remarketing campaigns specifically for users who have added to cart or initiated checkout in the last 7-14 days. Use compelling copy like "Your cart is waiting for you" to encourage them to complete their purchase.
The Outcome?
21% increase in total sales
21% increase in total orders
67% increase in search traffic
30% increase in search revenue
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If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!
