Emma Sleep's New Era of Creative with Generative AI

KEY FINDINGS:
125%
Uplift in ROAS
246%
Uplift in CVR
42%
Decrease in CPA
Industry
Retail
Company size
1,000+

Emma Sleep, the world’s leading D2C sleep brand, faced significant challenges in producing and scaling advertising creatives. This case study explores how the intervention of Smartly, an AI-powered advertising technology company, addressed Emma Sleep's challenges and revamped their creative workflow.

Challenge

Emma Sleep was hindered by an embedded orange circle in the background of all their product images, restricting their ability to launch DPA campaigns using templates. Previously, they removed backgrounds manually, which was cumbersome and resource-intensive, limiting their ability to scale. They also explored alternatives to streamline production and rectify graphics across their entire catalog but never saw much success or time savings. 

Solution

Emma Sleep was among the first clients to test Smartly's Generative AI Assist: Background Removal. With Smartly’s help, they removed the orange circle background from their product catalog at scale, and used those new images in combination with Creative Templates to produce a new look across over 1,000 products in just a few clicks. Leveraging Smartly’s Generative AI and Creative Templates resulted in over 245% increase in conversion rate (CVR) and a 50% increase in their adoption of DPA campaigns across markets.

We have always wanted to increase the adoption of our DPA campaigns, but our catalog limited our ability to leverage templates and effectively scale. Our team saw a significant increase in ROAS and CVR while saving time and resources through Smartly’s Generative AI solution. Our new streamlined and automated creative workflow has given us the ability to customize and scale across markets through our catalog powered campaigns.”

Linh Phan

Senior Performance Marketing Manager

KEY FINDINGS:
125%
Uplift in ROAS
246%
Uplift in CVR
42%
Decrease in CPA
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