Brooklinen, home of The Internet’s Favorite Sheets, is one of the largest direct-to-consumer startups in the United States. Founded on the philosophy that everyone deserves high quality home essentials without the markup, the brand offers luxury bedding, towels, robes, loungewear and more to its customers at accessible prices.
With Advantage+ Shopping Campaigns (ASC) being such a new Meta product, it can be daunting for advertisers to integrate it into their evergreen campaign structure. Brooklinen was eager to test ASC ahead of Cyber Week and was looking for a solution to add incremental value to their pre-existing Meta account. They were also interested in testing new consolidation strategies while still controlling their audiences and exposure to existing customers.
As Smartly.io was one of the first Meta Business Partners to implement ASC, Brooklinen was able to start testing immediately. Smartly.io’s powerful automated feed-based campaigns enabled Brooklinen to quickly and easily integrate an ASC campaign into their current workflow, utilizing their existing campaign feed and launching ads automatically based on the content in the feed. They also leveraged Smartly.io’s budget pools to allocate their total budgets across campaigns, allowing Brooklinen to scale their ASC campaigns more effectively.
Due to ASC’s more simplified campaign structure of one ad set and up to 150 ads per campaign, Brooklinen now feels more optimistic about consolidating their campaign and ad set structures. By combining all audiences into one ad set, ASC enables broader audience reach optimizing between new and existing customers through machine learning and AI.
Brooklinen’s ASC campaigns have shown extremely positive results. During Cyber Week, their ASC campaign had the highest volume of purchases and revenue against their other BAU campaigns. Compared to their BAU conversion campaigns, ASC drove a 12% lower CPM, an 8% lower CPC, and a 45% higher CVR.