The Results
The Brand
Services: Meta Ads
Cozy Earth is a premium lifestyle brand known for luxuriously soft bedding and loungewear made from sustainable bamboo. Despite strong brand equity and a devoted customer base, they weren’t seeing performance that matched their product quality on Meta Ads—especially in terms of return on ad spend (ROAS).
The Challenge
Before working with us, Cozy Earth faced:
- Underperforming ROAS on Meta
- A creative strategy that lacked emotional pull for cold audiences
- Over-reliance on existing customer traffic
- Limited creative testing—especially in static formats
They didn’t need flashy video content or bigger budgets—just smart, effective static ads designed to convert.
Our Strategy: Emotional Static Ads, Full-Funnel Approach
We rebuilt their creative strategy from the ground up exclusively using static ads designed to resonate with different awareness stages and drive action.
1. Audience & Awareness Mapping
- Identified the different mindsets of shoppers: from unaware to solution-aware to ready to buy.
- Built creative tailored to each stage, ensuring relevance and emotional clarity.
2. Emotion-Led Static Creatives
- Used clean, high-converting visuals that communicated comfort, calm, and quality.
- Focused on messaging that evokes feeling—the relief of better sleep, the joy of eco-luxury, the indulgence of self-care.
3. Copy That Speaks to the Customer’s State of Mind
- Unaware users: “Why you’re not sleeping well (and how bamboo bedding fixes it)”
- Problem-aware: “Hot at night? Say goodbye to sweaty sleep.”
- Solution-aware: “Oprah’s favorite sheets—for a reason.”
- Most aware: “5,000+ 5-star reviews. Save 20% today.”
4. Testing & Iteration
- Tested different headlines, emotional hooks, and value props.
- Identified and scaled static ad variations with the best CTRs, CVRs, and CACs.
Results
- Improved ROAS with static ads—no video required
- Higher engagement from cold audiences
- Lower CAC & NCAC by resonating emotionally with first-time buyers
- Stronger performance across the funnel, despite no motion or UGC
“Static can convert—if it connects. We proved that emotion and clarity in one image + one line can outperform fancy edits.”
Comprehensive Performance Tracking
We expanded our approach by tracking a range of key metrics to gain a better understanding of Cozy Earth’s overall performance. Rather than focusing solely on Facebook ads, we monitored:
- Marketing Efficiency Ratio (MER)
- Customer Acquisition Cost (CAC)
- New Customer Acquisition Cost (NCAC)
- Average Order Value (AOV)
- Conversion Rate (CVR)
We looked at these metrics. Then, we created a strategy that grew the brand effectively and increased profits.