Arlem Ad Campaign Relaunch 2026
The Complete Playbook: What to Run, When, and Why
Document Version: 1.0 Created: February 12, 2026 Author: Nick + Claude Relaunch Date: March 15, 2026 Data Sources:
- Historical Arlem Meta Ads performance (2023-2024): $1,342 spent, 6,513 clicks
- Cross-brand ad intelligence: 294 active Meta ads across 6 Australian brands (257 analysed)
- Buyer journey analysis: 122 real cart adders, session-by-session behaviour
- Personalization infrastructure: 5-tier visitor segmentation (built, not yet live on frontend)
- Pricing strategy: $349-$519 across 3 tiers and 3 sizes
Executive Summary
Arlem spent $1,342 on Meta ads in 2023-2024 and generated 6,513 clicks at $0.21 CPC with zero tracked conversions. The ads worked. The tracking didn’t.
We now have three things we didn’t have before: full-funnel conversion tracking infrastructure, visitor behaviour data showing exactly how customers buy, and competitive intelligence from 294 active ads across six brands showing what works in the Australian home market.
This document is the campaign plan. It specifies the exact ads to create, when to launch them, how to allocate budget, and how each creative connects to the buyer journey data. The strategy is built around one insight from our data: 63% of cart adders decide on their first visit, but 37% need help deciding, and we gave them nothing.
The Plan in Numbers
| Metric | Value |
|---|---|
| Launch date | March 15, 2026 |
| Year 1 budget | $6,000 ($500/month) |
| Creative concepts | 7 core concepts, 25-30 total ad variants |
| Production effort | 2 shoot days + 1 day editing |
| Target ROAS | 3x by Month 6 |
| Revenue target | $18,000+ ad-attributed (15% of $125K target) |
| Funnel split | 40% cold / 30% warm / 20% hot / 10% retention |
Part 1: What We Know (The Evidence Base)
1.1 What Worked Before
From $1,342 in historical spend, our best performers were clear:
TOP PERFORMING AD TYPES (2023-2024)
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Format/Theme CTR CPC Key Insight
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Reels (all variants) 7-11% $0.09-13 Motion sells
Budget messaging 7-8% $0.16-27 Price objection resonates
"Handmade, with love" 7.1% $0.16 Founder story connects
Colour launch ("Umber!") 7.1% $0.12 News = urgency
Retargeting 6.3% $0.11 Lowest CPC, highest intent
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Industry average CTR: 1-2%
Our average CTR: 4.54%Our creative resonated. The failure was structural: no conversion tracking, wrong campaign objectives (traffic/engagement instead of conversions), and retargeting received 2% of budget instead of 30%.
1.2 What Competitors Do
From 294 active Meta ads across 6 Australian home brands:
MARKET PATTERNS THAT INFORM OUR STRATEGY
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Pattern Market Average Arlem Application
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Curiosity hooks 39% of all ads Lead with "what is this?"
Problem-agitate hooks 26% of all ads "Mountain of pillows" angle
Production quality (high+) 83% of all ads Non-negotiable baseline
Mute-friendly video 91% of videos Text overlays on everything
Aspirational tone 92% of all ads Sell the feeling, not the product
No-CTA brand building 32% of all ads Not for us yet (need conversions)
DPA with lifestyle images 64% of all ads Future state (need catalogue first)
Founder content Only al.ive body Our biggest opportunity
Scarcity (not discounts) Top 3 brands "Sold out in 3 weeks" beats "10% off"1.3 How Our Customers Buy
From 122 real cart adders in 2024:
BUYER JOURNEY DATA
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Segment Count % What They Need
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First-visit cart adders 77 63% Frictionless checkout
2-3 visit returners 28 23% Social proof, reassurance
4+ visit high-intent 17 14% Direct help, discount offer
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Time to decision (multi-session visitors, n=45):
- 35% decide within 3 days
- 36% take 1-4 weeks
- 18% take MORE than a month
Traffic sources for cart adders:
- Instagram (all types): 34%
- Google search: 20%
- Direct: 5%
- Retargeting: 1 (one person)The critical insight: Retargeting produced 1 cart add in all of 2024 because we spent $32 on it. Meanwhile, 45 people who needed multiple visits to decide got zero follow-up messaging.
1.4 Our Personalization Advantage
We have a 5-tier visitor segmentation system (Cold/Interested/Warm/Hot/Customer) computed hourly in BigQuery, synced to Cosmos DB, and available to the frontend via useVisitorSegment(). No competitor in our dataset has anything close to this.
This means our ads can connect to on-site personalization:
| Ad Stage | On-Site Experience | Message Continuity |
|---|---|---|
| Cold ad click | Standard site, trust badges, brand story | “The Instagram bedroom without the clutter” |
| Warm retargeting | “Welcome back” messaging, social proof | “Still thinking about the [product]?” |
| Hot cart recovery | Discount offer, urgency messaging | “Your cushion is waiting” |
| Customer retention | Loyalty perks, new arrivals | “New colours have dropped” |
Part 2: Pre-Launch Prerequisites (Before March 15)
These must be completed before spending a dollar on ads. Without them, we repeat 2023-2024’s blind spending.
2.1 Conversion Tracking (P0)
| Task | Status | Owner | Deadline |
|---|---|---|---|
| Enable Shopify Facebook & Instagram integration | Not started | Nick | March 1 |
| Implement ViewContent pixel event on product pages | Not started | Nick | March 1 |
| Implement AddToCart pixel event | Not started | Nick | March 1 |
| Verify Purchase events flowing via Shopify CAPI | Not started | Nick | March 8 |
| Test full funnel: PageView > ViewContent > AddToCart > Purchase | Not started | Nick | March 10 |
Why this is P0: Meta’s algorithm needs conversion data to optimise delivery. Without it, we’re optimising for clicks (which we already know is cheap) instead of purchases. The algorithm gets smarter with every tracked conversion. Week 1 performance will be mediocre. Week 8 performance, with 20-30 tracked conversions feeding the model, will be dramatically better.
2.2 Audience Infrastructure (P0)
Create these Custom Audiences in Meta Ads Manager before launch:
| Audience | Type | Definition | Use |
|---|---|---|---|
| Website Visitors (30d) | Website | All PageView events, 30 days | Warm retargeting |
| Product Viewers (14d) | Website | ViewContent events, 14 days | Product retargeting |
| Cart Abandoners (7d) | Website | AddToCart but not Purchase, 7 days | Cart recovery |
| Instagram Engagers (90d) | Engagement | People who engaged with IG profile, 90 days | Warm bridge |
| Email Subscribers | Customer list | Klaviyo export | Lookalike seed |
| 1% Lookalike - Visitors | Lookalike | Based on Website Visitors | Cold prospecting |
| 1% Lookalike - Email | Lookalike | Based on Email Subscribers | Cold prospecting |
2.3 UTM Tracking (P1)
Every ad must use UTM parameters so BigQuery can attribute visitors to campaigns:
?utm_source=meta
&utm_medium=paid
&utm_campaign={campaign_name}
&utm_content={ad_name}This connects Meta spend data to our visitor journey tracking, enabling true ROAS calculation via getroasby_campaign.
Part 3: The 7 Core Creative Concepts
Each concept is a content idea that generates 3-5 ad variants (different lengths, crops, text overlays). Seven concepts x 4 variants average = 28 total ads. This matches al.ive body’s approach: they launched 31 ads in October 2025 and they’re still running 4 months later.
Concept 1: “The Mountain of Pillows” (Problem-Agitate)
Funnel stage: Cold (Awareness) Hook type: Problem-agitate (26% of market uses this, but it’s the most effective for conversion) Why: al.ive body proves problem-agitate works (47% of their library). Our data confirms budget-conscious messaging was our best performer. This concept names the problem every woman with a styled bed recognises.
CONCEPT 1: THE MOUNTAIN OF PILLOWS
================================================================
Format: Reel (15-20 seconds)
Production: Emily filming in real bedroom
SCRIPT:
[VISUAL: Alarm goes off. Woman sits up in bed surrounded by 8 pillows]
[TEXT OVERLAY: "Every morning..."]
[VISUAL: She throws pillows off the bed one by one, annoyed]
[TEXT OVERLAY: "Remove 8 pillows"]
[VISUAL: Fast forward. Evening. She puts them all back]
[TEXT OVERLAY: "Then put them all back"]
[VISUAL: Cut to Arlem bedroom. Clean, styled, two pillows + bedhead cushion]
[TEXT OVERLAY: "Or... just one cushion"]
[VISUAL: Emily making bed in 10 seconds. Done.]
[TEXT OVERLAY: "arlem.com.au"]
VARIANTS:
A. Full 20s version (above)
B. 10s cut (problem > solution > CTA)
C. Static image: Split screen "8 pillows vs 1 cushion"
D. Carousel: "The daily pillow struggle" (5 slides)Target audience: Cold - Interest targeting (interior design, home decor, linen, bedroom) Budget allocation: 15% of cold budget Expected CTR: 5-7% (based on historical problem/relatable content performance)
Concept 2: “An Interior Designer’s Secret” (Founder Authority)
Funnel stage: Cold (Awareness) + Warm (Consideration) Hook type: Authority (Bed Threads uses this in 30% of their library via publications. We use Emily.) Why: al.ive body dedicates 20% of their ads to founders. Emily has stronger credentials (actual interior designer who uses the product daily). This is our authority stack until we get publication endorsements.
CONCEPT 2: INTERIOR DESIGNER'S SECRET
================================================================
Format: Reel (15-25 seconds), face-to-camera
Production: Emily talking to camera, then showing product
SCRIPT:
[EMILY TO CAMERA]
"I'm an interior designer, and I'll let you in on something..."
[CUT TO: Beautiful styled bedroom]
"The secret to a magazine-worthy bed isn't 10 pillows"
[CUT TO: Emily placing one bedhead cushion]
"It's one cushion. Designed to do the job of the entire pile."
[CUT TO: Close-up of linen texture, colour]
"I designed it because I couldn't find one that actually worked"
[CUT TO: Emily in her own bedroom, real context]
"I use mine every single day"
[TEXT OVERLAY: "arlem.com.au - Designed by an interior designer who actually makes her own bed"]
VARIANTS:
A. Full 25s version (above)
B. 15s cut for Stories/Reels (hook + reveal + CTA)
C. Carousel: Emily's design process (fabric, construction, styling tips)
D. Static: Emily portrait + "Interior designer. Founder. Daily user."
E. 20s "Why I started Arlem" version (origin story)Target audience: Cold (interest + lookalike) AND warm (site visitors) Budget allocation: 20% of cold budget + 15% of warm budget Expected CTR: 6-8% (historical “Handmade, with love” hit 7.1%) Longevity: Evergreen. al.ive body’s founder ads run 100+ days.
Concept 3: “The 30-Second Bedroom” (Effortless Transformation)
Funnel stage: Cold + Warm Hook type: Curiosity (39% of market, highest usage, proven scroll-stopper) Why: Our historical data shows transformation content performs. “Before/after” and “how to style” angles hit 7%+ CTR. This is the visual hook that makes people stop scrolling.
CONCEPT 3: THE 30-SECOND BEDROOM
================================================================
Format: Reel (10-15 seconds)
Production: Timelapse/speed-up of bedroom styling
SCRIPT:
[VISUAL: Bare, plain bed. Timer starts at 0:00]
[TEXT OVERLAY: "Style your bedroom in 30 seconds"]
[VISUAL: Speed-up. Throw on duvet. Place pillows. Place bedhead cushion.]
[Timer counts to 0:30]
[VISUAL: Camera pulls back. Magazine-worthy bedroom.]
[TEXT OVERLAY: "One cushion. That's the whole trick."]
[VISUAL: Product close-up with colour]
[TEXT OVERLAY: "arlem.com.au"]
VARIANTS:
A. Natural linen version
B. Stone linen version
C. Boucle version
D. Side-by-side: "Your bed now" vs "Your bed with Arlem" (static)Target audience: Cold (broad interest) + Warm (product viewers) Budget allocation: 15% of cold budget Expected CTR: 7-10% (Reels historically 7-11% for Arlem)
Concept 4: “What Real Customers Say” (Social Proof)
Funnel stage: Warm (Consideration) Hook type: Social proof (11% of market, but critical for mid-funnel) Why: Our buyer journey data shows 37% of cart adders need multiple visits. Social proof is what bridges the gap between “interesting” and “I should buy this.” Sheet Society’s “sold out 8 times” and al.ive body’s “SOLD OUT TWICE” both run as long-life ads.
CONCEPT 4: CUSTOMER PROOF
================================================================
Format: Carousel (5-6 slides) + Static variants
Production: Customer photos (request via email/DM) + review screenshots
SLIDE SEQUENCE:
1. "Don't take our word for it" (headline)
2. Customer bedroom photo + 5-star review quote
3. Customer bedroom photo + different review
4. Close-up of product in real home (not styled shoot)
5. "Join [X] Australian bedrooms" + CTA
VARIANTS:
A. Carousel with 5 customer stories
B. Static: Single review + product image
C. Video compilation: Customer photos with text overlays
D. "Before I found Arlem" vs "After" (customer-submitted)Target audience: Warm (site visitors who haven’t added to cart) Budget allocation: 30% of warm budget Expected CTR: 4-6% Scaling note: This concept gets stronger over time as we accumulate more customer photos and reviews. By month 6, this should be our highest-volume warm creative.
Concept 5: “Your Cushion Is Waiting” (Cart Recovery)
Funnel stage: Hot (Conversion) Hook type: Direct appeal (rare in the market, which makes it stand out) Why: Only 1 cart add came from retargeting in all of 2024. Our buyer data shows 80-85% cart abandonment rate. Exit-intent popups convert at 17.12%. Dedicated cart recovery ads are the single highest-ROI creative you can run.
CONCEPT 5: CART RECOVERY
================================================================
Format: Static + Video (10s)
Production: Product shots + Emily face-to-camera
AD 5A - SOFT REMINDER (Day 1-2):
[STATIC IMAGE: Product they viewed, clean layout]
[HEADLINE: "Still thinking it over?"]
[BODY: "Your [Natural Linen / Stone / Boucle] bedhead cushion is waiting"]
[CTA: Shop Now]
AD 5B - SOCIAL PROOF (Day 3-4):
[CAROUSEL: Product + 3 customer reviews]
[HEADLINE: "Here's what convinced them"]
[BODY: "Real reviews from real Australian bedrooms"]
[CTA: Shop Now]
AD 5C - FOUNDER DIRECT (Day 5):
[VIDEO: Emily to camera, 10 seconds]
"Hey! I saw you were looking at our bedhead cushion.
If anything's holding you back, just DM me.
I'm Emily, I designed it, and I'm happy to help."
[CTA: Message Us]
AD 5D - DISCOUNT (Day 6-7):
[STATIC: Product + discount code overlay]
[HEADLINE: "Here's 10% off to help you decide"]
[BODY: "Use code COMEBACK10 at checkout. Expires in 48 hours."]
[CTA: Shop Now]Target audience: Hot (AddToCart but not Purchase, 7 days) Budget allocation: 100% of hot budget (20% of total) Expected recovery rate: 10-15% of cart abandoners Revenue impact: At 10 cart abandoners/month x 10% recovery x $400 AOV = $400/month recovered
Concept 6: “New Colour Drop” (Scarcity + News)
Funnel stage: Cold + Warm + Customer Hook type: Curiosity + Scarcity (the market trend: demand history beats discounting) Why: “Hello Umber!” hit 7.08% CTR in our historical data. Bed Threads treats every colour as a content event. Sheet Society’s “sold out 8 times” runs as a perennial ad. New colour launches are news events that create organic urgency.
CONCEPT 6: COLOUR DROP
================================================================
Format: Reel (10-15s) + Static
Production: Close-up product shots, colour reveal
SCRIPT (REEL):
[VISUAL: Fabric swatch, extreme close-up, can't tell what it is]
[TEXT OVERLAY: "Something new is coming..."]
[VISUAL: Camera pulls back to reveal bedhead cushion in new colour]
[TEXT OVERLAY: "Introducing [Colour Name]"]
[VISUAL: Styled in bedroom context]
[TEXT OVERLAY: "Limited first batch. arlem.com.au"]
STATIC VARIANT:
[Clean product image on warm background]
[HEADLINE: "Introducing [Colour Name]"]
[BODY: "[X] made. When they're gone, they're gone."]
TIMING:
- Use for each new colourway launch
- Re-use for restock announcements ("Back by request")
- Works for tier launches (Playful collection, A-B Side collection)Target audience: All stages (cold for awareness, warm/hot for urgency, customer for engagement) Budget allocation: Not permanent. Use during launch moments (allocate from cold/warm budgets) Expected CTR: 7%+ (based on “Hello Umber!” performance)
Concept 7: “The Cover Swap” (Product Feature as Content Engine)
Funnel stage: Warm + Customer Hook type: Curiosity (the I Love Linen model: they generate 32% of creative from one reversible cover flip) Why: I Love Linen proves that a single visual product feature can become a content engine. Our equivalent: removing a linen cover, replacing it with boucle. Same cushion, different look. This also drives cover-only purchases (our highest-margin recurring revenue product).
CONCEPT 7: THE COVER SWAP
================================================================
Format: Reel (10-15s)
Production: Close-up of cover removal + replacement
SCRIPT:
[VISUAL: Hands unzipping and removing linen cover from cushion]
[TEXT OVERLAY: "One cushion"]
[VISUAL: Hands sliding on a boucle cover]
[TEXT OVERLAY: "Endless looks"]
[VISUAL: Side-by-side or quick transition. Same bed, two completely different aesthetics]
[TEXT OVERLAY: "Covers from $159. arlem.com.au"]
VARIANTS:
A. Linen to Boucle swap
B. Natural to Stone swap (seasonal refresh angle)
C. Classic to Playful (ruffled edge) swap
D. "4 seasons, 4 looks" carousel showing same bed across seasonsTarget audience: Warm (product viewers) + Customer (repeat purchase) Budget allocation: 20% of warm budget + 50% of retention budget Expected CTR: 5-7% Revenue purpose: Drives cover-only purchases ($159-$239) as repeat revenue
Part 4: Campaign Architecture
4.1 Campaign Structure in Meta Ads Manager
CAMPAIGN 1: ARLEM PROSPECTING (Cold)
================================================================
Objective: Traffic (switch to Conversions after 50 tracked purchases)
Budget: 40% of monthly spend ($200/month)
Optimisation: Landing Page Views
Ad Set 1: Interest Targeting
Audience: AU women 35-55, interests: interior design, home decor, bedding, linen
Exclude: Website visitors (180d), past purchasers
Placements: Instagram Feed, Instagram Reels, Facebook Feed
Ads:
- Concept 1A: Mountain of Pillows (Reel, 20s)
- Concept 2A: Interior Designer's Secret (Reel, 25s)
- Concept 3A: 30-Second Bedroom (Reel, 15s)
Ad Set 2: Lookalike - Website Visitors (1%)
Same ads as Ad Set 1
Ad Set 3: Lookalike - Email List (1%)
Same ads as Ad Set 1
CAMPAIGN 2: ARLEM RETARGETING (Warm)
================================================================
Objective: Traffic > Conversions (when data allows)
Budget: 30% of monthly spend ($150/month)
Optimisation: ViewContent > AddToCart
Ad Set 1: Site Visitors (not product viewers, 30d)
Frequency cap: 1/day
Ads:
- Concept 2C: Emily's design process carousel
- Concept 4A: Customer proof carousel
Ad Set 2: Product Viewers (not cart adders, 14d)
Frequency cap: 2/day
Ads:
- Concept 4B: Single review + product
- Concept 7A: Cover swap Reel
- Concept 3D: Side-by-side static
Ad Set 3: Instagram Engagers (not site visitors, 90d)
Frequency cap: 1/day
Ads:
- Concept 2B: Interior Designer's Secret (15s cut)
- Concept 3A: 30-Second Bedroom
CAMPAIGN 3: ARLEM CART RECOVERY (Hot)
================================================================
Objective: Conversions (Purchase)
Budget: 20% of monthly spend ($100/month)
Optimisation: Purchase
Ad Set 1: Cart Abandoners (0-48 hours)
Frequency cap: 3/day
Ads:
- Concept 5A: Soft reminder
- Concept 5B: Social proof carousel
Ad Set 2: Cart Abandoners (3-7 days)
Frequency cap: 2/day
Ads:
- Concept 5C: Emily founder direct video
- Concept 5D: Discount offer (COMEBACK10)
CAMPAIGN 4: ARLEM RETENTION (Customer)
================================================================
Objective: Conversions (Purchase)
Budget: 10% of monthly spend ($50/month)
Optimisation: Purchase
Ad Set 1: Past Customers (60-180 days)
Ads:
- Concept 7D: "4 seasons, 4 looks" carousel
- Concept 6 (static): New colour announcement
Ad Set 2: Lapsed Customers (180+ days)
Ads:
- "New colours have dropped" static
- "We miss you" + 15% off offer4.2 Budget Allocation Summary
MONTHLY BUDGET: $500 (Year 1 average)
================================================================
Campaign Budget % Purpose
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Prospecting (Cold) $200 40% New customer acquisition
Retargeting (Warm) $150 30% Move visitors toward cart
Cart Recovery (Hot) $100 20% Recover abandoned carts
Retention $50 10% Repeat purchases
ANNUAL: $6,000Part 5: The Campaign Calendar
5.1 Phase 0: Pre-Launch (March 1-14)
MARCH 1-14: TRACKING AND SETUP
================================================================
Week of March 3:
Mon: Implement ViewContent + AddToCart pixel events
Tue: Enable Shopify Facebook integration (CAPI)
Wed: Create all Custom Audiences in Ads Manager
Thu: Upload email list for Lookalike creation
Fri: Test full tracking funnel (PageView > VC > ATC > Purchase)
Week of March 10:
Mon: Upload ad creative to Ads Manager (Concepts 1-3)
Tue: Set up Campaign 1 (Prospecting) - PAUSED
Wed: Set up Campaign 2 (Retargeting) - PAUSED
Thu: Set up Campaign 3 (Cart Recovery) - PAUSED
Fri: Final review, prepare for launch5.2 Phase 1: Foundation (March 15 - April 30)
Goal: Establish tracking baselines, test audiences, find winning creative. Monthly budget: $300-400/month (conservative start)
MARCH 15-31: LAUNCH
================================================================
March 15 (Launch Day):
- Activate Campaign 1 (Prospecting) at $10/day
- Activate Campaign 2 (Retargeting) at $5/day
- Campaign 3 (Cart Recovery) activates automatically when audiences build
March 22 (Week 1 Review):
- Check: Are pixel events firing correctly?
- Check: Are audiences populating?
- Check: CTR on cold ads (target: 4%+)
- Action: Pause any ad with CTR < 2% after $20 spend
March 29 (Week 2 Review):
- Check: CPC (target: < $0.30)
- Check: Any ViewContent or AddToCart events tracked?
- Action: If Concept 1 or 3 outperforms, shift budget toward winner
APRIL 1-30: VALIDATION
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Week 1 (Apr 1-7):
- Upload Concept 4 (Customer Proof) when first reviews/photos arrive
- Add to Campaign 2 warm retargeting
- Increase daily budget to $12/day if CTR > 4%
Week 2 (Apr 8-14):
- Launch A/B test: Concept 1 (Problem) vs Concept 2 (Founder)
- Which drives more ViewContent events at lower cost?
Week 3 (Apr 15-21):
- Check: Cost per AddToCart (target: < $30)
- Check: Cart recovery rate (any purchases from Campaign 3?)
- Pause losing A/B variant, shift budget to winner
Week 4 (Apr 22-30):
- Month 1 full review
- Calculate initial ROAS (even if rough)
- Decision: Scale or adjust?Phase 1 success gates (must pass before scaling):
| Gate | Metric | Target |
|---|---|---|
| Tracking works | Pixel events firing correctly | 100% of events |
| Creative resonates | CTR on cold ads | > 4% |
| Traffic is affordable | CPC | < $0.30 |
| Intent signals captured | ViewContent events | > 100/month |
| Cart activity | AddToCart events | > 10/month |
| At least 1 purchase tracked | Purchases | > 0 |
5.3 Phase 2: Optimisation (May - August)
Goal: Scale winning creative, prove ROAS, build retargeting audiences. Monthly budget: $500-750/month
MAY: SCALE WINNERS
================================================================
- Identify top 2 performing cold creatives
- Kill bottom performers (save budget)
- Increase retargeting budget as audiences grow
- Launch Concept 7 (Cover Swap) for warm audiences
- Upload new customer proof content (Concept 4 refresh)
JUNE: WINTER BEDROOM REFRESH CAMPAIGN
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Seasonal creative burst (Sheet Society concentrates 63% of creative seasonally):
New ads (temporary, 4-6 week run):
- "Winter bedroom refresh" Reel: cosy styled bedrooms
- "The 5-minute winter upgrade" transformation
- Boucle-focused content (texture = warmth)
Timing: Launch June 1, run through mid-July
Budget: Reallocate 50% of cold budget to seasonal creative
JULY: MID-YEAR REVIEW
================================================================
Full performance analysis:
- True ROAS calculation via BigQuery
- Cost per purchase by creative concept
- Audience performance comparison
- Creative fatigue check (refresh if frequency > 5)
Decision: If ROAS > 2.5x, increase to $750/month
Decision: If ROAS < 1.5x, reduce to $400/month and restructure
AUGUST: A-B SIDE / PLAYFUL TIER LAUNCH
================================================================
Product launch moment (if new tiers ready):
- Concept 6 template: "Introducing [Collection Name]"
- Limited first batch messaging
- Reel: Emily revealing the new tier
- Restock anticipation if first batch sells
Budget: Temporary increase to $800 for launch month5.4 Phase 3: Scale (September - December)
Goal: Maximise profitable volume during peak season. Monthly budget: $750-1,000/month
SEPTEMBER-OCTOBER: SPRING REFRESH + BUILD MOMENTUM
================================================================
- Refresh all creative (new photos, updated reviews)
- Spring bedroom styling content
- Test new cold audiences (expand age to 28-55)
- Launch Lookalike based on purchasers (should have 30-50 by now)
NOVEMBER: PRE-CHRISTMAS GIFTING
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Gift-focused creative:
- "The gift she actually wants" (gifting angle)
- "Under the tree > on the bed" (visual transition)
- Gift card option for those unsure of colour/size
Budget: Increase to $1,000/month
Why: Nov-Dec is peak home purchase season
DECEMBER: PEAK SEASON
================================================================
Maximum spend window:
- All winning creative at increased budgets
- Aggressive retargeting (reduce cart recovery window to 3 days)
- "Last order date for Christmas delivery" urgency
- Post-Christmas: "New year, new bedroom" angle
Budget: $1,000-1,500/month (use underspend from earlier months)5.5 Annual Budget Phasing
2026 MONTHLY BUDGET PLAN ($6,000 annual)
================================================================
Month Budget Focus Key Creative
----------------------------------------------------------------
March $300 Launch, tracking setup Concepts 1, 2, 3
April $400 Validation + Concept 4, 5
May $500 Scale winners + Concept 7
June $600 Winter refresh Seasonal creative
July $500 Mid-year review Refresh winners
August $600 Tier/product launch Concept 6 template
September $500 Spring refresh Updated creative
October $500 Build momentum Purchaser lookalike
November $700 Pre-Christmas gifting Gift-focused creative
December $900 Peak season All winners scaled
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TOTAL $6,000Part 6: Creative Production Plan
6.1 Shoot Day 1: Emily Content (Before March 15)
Location: Emily’s real bedroom + styled setup Equipment: S5II camera (already owned) Duration: 4-6 hours
| Shot | Concept | Format | Notes |
|---|---|---|---|
| Emily face-to-camera intro | 2A | Reel | “I’m an interior designer…” |
| Emily “why I started Arlem” | 2E | Reel | Origin story, 20s |
| Emily making bed in 30s | 3A | Reel | Timer on screen |
| Emily placing cushion | 3 | B-roll | Multiple angles |
| Emily showing cover swap | 7A | Reel | Linen > Boucle |
| Emily direct to cart abandoners | 5C | Reel | “Hey! I saw you were looking…” |
| Emily with product, portrait | 2D | Static | For authority ads |
Output: 6 Reel scripts + B-roll footage + 2 static images
6.2 Shoot Day 2: Product and Lifestyle (Before March 15)
Location: Styled bedroom setup Duration: 3-4 hours
| Shot | Concept | Format | Notes |
|---|---|---|---|
| Plain bed > styled bed transition | 1A | Reel | Time-lapse/stop-motion |
| Messy bed with 8 pillows | 1 | B-roll | The “problem state” |
| Styled bed close-ups | All | B-roll | Multiple colours |
| Product flat-lays | 4, 5 | Static | Clean backgrounds |
| Texture close-ups | 7 | B-roll | Linen weave, boucle loops |
| Cover removal and replacement | 7 | Reel | Hands-only shot |
| Bedroom wide shot | 3 | Static | Magazine-style |
Output: 2 Reel scripts + extensive B-roll + 5-6 static images
6.3 Edit Day (1 Day)
| Deliverable | Count | Spec |
|---|---|---|
| Reels (9:16) | 10-12 | 10-25 seconds each, text overlays |
| Static images (1:1) | 6-8 | 1080x1080, text overlay variants |
| Carousel slides | 15-20 | For Concepts 1D, 2C, 4A |
| Stories versions (9:16) | 5-6 | Cropped from Reels, different text |
Text overlay requirement: Every video must work on mute (91% of market is mute-friendly). Bake captions and key messages directly into the video.
6.4 Creative Specifications
| Placement | Dimensions | Duration | File Size |
|---|---|---|---|
| Feed (Square) | 1080x1080 | N/A or 15-60s | < 30MB |
| Feed (Portrait) | 1080x1350 | N/A or 15-60s | < 30MB |
| Stories/Reels | 1080x1920 | 5-60s | < 30MB |
| Carousel | 1080x1080 | N/A | < 30MB/image |
Part 7: Hook Strategy (What Makes People Stop Scrolling)
7.1 Our Hook Framework
Based on cross-brand analysis (257 ads) and historical Arlem performance:
ARLEM HOOK PRIORITY (ranked by expected performance)
================================================================
Priority Hook Type % of Our Ads Why
----------------------------------------------------------------
1 Problem-Agitate 35% Our best historical angle
2 Founder Authority 25% Emily = our competitive moat
3 Curiosity 25% Market standard, proven safe
4 Social Proof 15% Builds over time with reviewsWe deliberately over-index on problem-agitate (35% vs market average 26%) because:
- Our historical “budget-conscious” messaging was our top performer (7-8% CTR)
- al.ive body proves problem hooks convert (47% of their library, strongest founder story)
- “Mountain of pillows” is as specific and relatable as “millennial grey” (Bed Threads)
- At small scale with an unknown brand, naming the problem earns more attention than curiosity alone
7.2 Hook Text Library
These are the opening lines of every ad. Test multiple, keep winners.
Problem-Agitate Hooks:
- “10 pillows. Every morning. Are you tired yet?”
- “Your bed takes longer to style than your hair”
- “Nobody talks about the nightly pillow removal”
- “The lie Instagram sold you about bedroom styling”
- “I was spending 10 minutes a day on decorative pillows”
Founder Authority Hooks:
- “I’m an interior designer, and I’ll let you in on something…”
- “The one product I put in every bedroom I design”
- “I couldn’t find the right bedhead cushion. So I made one.”
- “An interior designer’s honest opinion on decorative pillows”
- “I use this in my own bedroom. Every single day.”
Curiosity Hooks:
- “This one cushion replaced my entire pillow collection”
- “Style your bedroom in 30 seconds (seriously)”
- “The bedroom hack Australian women are loving”
- “What even IS a bedhead cushion?”
Social Proof Hooks (use once we have data):
- “Join [X] Australian bedrooms”
- “Here’s what [customer name] said after 3 months”
- “The cushion that sold out in [X] weeks”
- “Back in stock after [X] requests”
7.3 Hook Testing Protocol
Week 1-2: Run 3 cold ads simultaneously (one from each hook type: problem, founder, curiosity) Week 3: Check CTR. The winner gets 60% of cold budget. The others split 40%. Month 2: Replace the lowest performer with a new variant. Keep testing. Ongoing: Never stop testing hooks. The market changes. What works in March may fatigue by June.
Part 8: The Retargeting Sequence (Matching Ads to the Buyer Journey)
Our data shows the exact buyer journey. Here’s how ads map to each stage:
8.1 The 30-Day Retargeting Sequence
DAY 0: VISITOR LANDS ON SITE
================================================================
Source: Cold ad click, Google search, Instagram
Pixel fires: PageView
Visitor segment: Cold > Interested (after 2+ pages)
On-site: Standard experience, trust badges, brand story
DAYS 1-3: PRODUCT SHOWCASE
================================================================
Ad shown: Concept 3D (side-by-side static) OR Concept 2C (design carousel)
Frequency: 1 impression/day
Message: "Here's what you were looking at"
Purpose: Remind, don't sell. Keep Arlem in memory.
On-site if they return: "Welcome back" (if personalization live)
DAYS 4-7: SOCIAL PROOF
================================================================
Ad shown: Concept 4A (customer proof carousel)
Frequency: 1-2 impressions/day
Message: "See why others love it"
Purpose: Third-party validation. Address "is this real?" concern.
On-site if they return: Customer reviews prominently placed
DAYS 8-14: FOUNDER CONNECTION
================================================================
Ad shown: Concept 2A (Emily's story Reel)
Frequency: 1 impression/day
Message: "Made by someone who uses one every day"
Purpose: Build trust through personal connection
On-site if they return: "Still thinking about it?" messaging
DAYS 15-21: PRODUCT DEPTH
================================================================
Ad shown: Concept 7A (cover swap Reel)
Frequency: 1 impression/day
Message: "One cushion. Endless looks."
Purpose: Show versatility, address "will I get bored?" objection
On-site if they return: Size guide, FAQ prominently placed
DAYS 22-30: SOFT OFFER
================================================================
Ad shown: Limited stock messaging OR seasonal angle
Frequency: 1 impression/day
Message: "Still on your mind?"
Purpose: Final nudge before they fall out of audience window
On-site if they return: Potential discount for 4+ visit segments8.2 Cart Abandoner Sequence (Matching Buyer Journey Data)
Our data shows the average multi-session buyer takes 18.7 days to decide. Cart abandoners are the highest-value audience. This sequence mirrors the discount timing strategy from the personalization roadmap:
CART ABANDONER RECOVERY SEQUENCE
================================================================
Timing Ad Discount? Rationale
----------------------------------------------------------------
0-24 hours 5A: Soft reminder No 63% decide first visit,
don't discount decisives
24-48 hours 5B: Social proof No Build confidence,
not urgency
Day 3-4 5C: Emily direct video No Personal connection,
offer to help
Day 5-6 5D: 10% off (COMEBACK10) Yes 37% need help deciding,
4+ visit data says
discount at visit 4-5
Day 7 "Last chance" static Yes 48-hour expiry creates
genuine urgency
----------------------------------------------------------------
EXPECTED RESULTS (per month, at scale):
- Cart abandoners per month: ~30-50
- Recovery rate: 10-15%
- Recovered purchases: 3-7
- Revenue recovered: $1,200-2,800
- Cost of recovery ads: $100/month
- Recovery ROAS: 12-28xPart 9: Audience Strategy
9.1 Cold Audience Targeting
Primary target (from historical data + buyer journey analysis):
CORE AUDIENCE DEFINITION
================================================================
Demographics:
Location: Australia (metro: Sydney, Melbourne, Brisbane, Perth)
Age: 35-55 (45-54 had highest CTR at 5.18%)
Gender: Female (94% of historical engagement)
Interests (OR targeting):
Interior design
Home decoration
Bedroom styling
Linen bedding
Home improvement
Pinterest (signals visual/aspirational interest)
Behaviours:
Homeowners (when available)
Engaged shoppers
Exclude:
Website visitors (180 days)
Past purchasers
Email subscribers (they're in warm/retention)Estimated audience size: 800K-1.2M Why this works: Historical data confirms AU women 35-55 are our best converters. Interest targeting keeps us focused on people already thinking about their bedroom.
9.2 When to Use Lookalikes
Lookalike audiences require seed data. Here’s when each becomes viable:
| Lookalike Seed | When Viable | Expected Quality |
|---|---|---|
| Email subscribers | Day 1 (upload list) | Medium (broad intent) |
| Website visitors | Month 1 (need 100+ visitors) | Good |
| Product viewers | Month 2 (need 100+ VCs) | Better |
| Cart adders | Month 3 (need 50+ ATCs) | Best |
| Purchasers | Month 6+ (need 30+ purchases) | Highest quality |
Strategy: Start with interest targeting + email lookalike. Add visitor and cart adder lookalikes as they build. The purchaser lookalike is the endgame, but it takes time.
9.3 Day-of-Week Scheduling
Our buyer journey data reveals a clear pattern:
CART ADD RATE BY DAY OF WEEK (2024 data)
================================================================
Day Cart Rate Action
----------------------------------------------------------------
Sunday 4.21% HIGHEST - schedule conversion campaigns
Saturday 3.15% Good - increase weekend spend
Monday 3.08% Moderate
Friday 2.97% Moderate
Wednesday 2.45% Below average
Thursday 2.23% Below average
Tuesday 2.02% LOWEST - reduce spendImplementation: Use Meta’s ad scheduling to increase bids on Saturday-Sunday and decrease on Tuesday-Wednesday. This alone could improve efficiency by 15-20%.
Part 10: Connecting Ads to On-Site Personalization
10.1 The Full-Funnel Message Continuity
The personalization infrastructure (segments computed in BigQuery, stored in localStorage) means we can create message continuity from ad to website. This is something no competitor in our dataset does.
AD-TO-SITE MESSAGE CONTINUITY
================================================================
Cold Ad Click > Cold Segment (on-site):
Ad message: "The Instagram bedroom without the clutter"
Site shows: Brand story, trust badges, social proof
Announcement bar: "Free shipping on all orders"
CTA: "Add to Cart"
Warm Retargeting Click > Interested/Warm Segment (on-site):
Ad message: "Still thinking about the [product]?"
Site shows: "Welcome back!", recently viewed, reviews
Announcement bar: "Join our waitlist for 10% off"
CTA: "Add to Cart"
Hot Cart Recovery Click > Hot Segment (on-site):
Ad message: "Your cushion is waiting"
Site shows: Cart contents preserved, urgency messaging
Announcement bar: "Complete your order for 10% off"
CTA: "Complete Your Order"
Customer Retention Click > Customer Segment (on-site):
Ad message: "New colours have dropped"
Site shows: "Welcome back!", new arrivals, loyalty perks
Announcement bar: "Exclusive 15% loyalty discount: FAMILY15"
CTA: "Shop New Arrivals"10.2 Personalization Phase Dependencies
| Personalization Feature | Impact on Ads | Status |
|---|---|---|
| Segment detection (backend) | Enables segment-based on-site experience | Built |
useVisitorSegment() hook | Frontend can read segment | Built |
| Announcement bar personalization | Different message per segment | Not started |
| Add-to-cart button text | “Complete Your Order” for hot visitors | Not started |
| Exit-intent popup | 17.12% conversion rate for cart abandoners | Not started |
| Free shipping progress bar | 15-25% higher threshold conversion | Not started |
Recommendation: Launch ads on March 15 without frontend personalization. The ads and tracking work independently. Personalization amplifies results but isn’t a prerequisite. Prioritise getting the exit-intent popup live by April (highest-impact single feature, 17.12% conversion rate for cart abandoners).
Part 11: Measurement and Optimisation
11.1 Weekly Dashboard
Track these every Monday:
WEEKLY AD PERFORMANCE DASHBOARD
================================================================
SPEND & EFFICIENCY
Total spend this week: $___
Spend vs budget: $___/$___ (___%)
COLD CAMPAIGNS
Impressions: ___
CTR: ___% (target: > 4%)
CPC: $___ (target: < $0.30)
Landing page views: ___
ViewContent events: ___
WARM CAMPAIGNS
Retargeted audience size: ___
Impressions: ___
Frequency: ___ (target: < 5)
AddToCart events: ___
Cost per AddToCart: $___ (target: < $30)
HOT CAMPAIGNS
Cart abandoners reached: ___
Recovered purchases: ___
Recovery rate: ___% (target: > 10%)
Cost per recovered purchase: $___
ROAS
Total ad spend: $___
Total attributed revenue: $___
ROAS: ___x (target: > 3x by Month 6)11.2 Decision Framework
WHEN TO PAUSE AN AD:
================================================================
- Spent > $20 with CTR < 1.5%
- Spent > $50 with CPC > $0.50
- Frequency > 5 (cold) or > 12 (retargeting)
- CTR dropped > 30% vs first week
- No ViewContent events after 200 clicks
WHEN TO SCALE AN AD:
================================================================
- CTR > 5% after 1,000 impressions
- CPC < $0.20 after $30 spend
- Generating AddToCart events consistently
- ROAS > 3x after 5+ purchases
- Scale by 20-30% at a time (not 2x overnight)
WHEN TO REFRESH CREATIVE:
================================================================
- Frequency > 4 for any audience
- CTR declined > 20% week-over-week
- Cost per result increased > 30%
- Every 4-6 weeks regardless (prevent fatigue)
- Refresh = new text overlay on same video, not reshoot11.3 Monthly Review Checklist
| Question | How to Answer | Tool |
|---|---|---|
| What’s our true ROAS? | BigQuery: ad spend vs attributed revenue | getroasby_campaign |
| Which campaign drives most purchases? | BigQuery: purchases by UTM campaign | getattributionreport |
| What do Meta visitors do after clicking? | Visitor journey for Meta-sourced visitors | getvisitorjourney |
| Are we retargeting the right people? | Check: do high-propensity visitors see retargeting? | findhighintent_visitors |
| Is Instagram or Facebook better? | Conversion rate by placement | getsourceperformance |
| Are Sunday campaigns actually better? | Cart rate by day with conversion data | getweeklyperformance |
| Should we increase budget? | Only if ROAS > 2.5x for 4+ weeks | Manual decision |
11.4 Quarterly Benchmarks
| Metric | Q1 (Mar-Apr) | Q2 (May-Jul) | Q3 (Aug-Oct) | Q4 (Nov-Dec) |
|---|---|---|---|---|
| Monthly spend | $350 | $550 | $550 | $800 |
| CTR (cold) | > 4% | > 5% | > 5% | > 5% |
| CPC | < $0.30 | < $0.25 | < $0.25 | < $0.25 |
| Cost per ATC | < $30 | < $20 | < $15 | < $12 |
| Cost per purchase | < $60 | < $45 | < $40 | < $35 |
| ROAS | > 1.5x | > 2.5x | > 3x | > 3.5x |
| Tracked purchases | 5-10 | 15-25 | 25-40 | 40-60 |
| Ad-attributed revenue | $2,000 | $5,000 | $6,000 | $8,000 |
Part 12: Risks and Mitigations
Risk 1: Algorithm Learning Period
What: Meta’s algorithm needs ~50 conversion events to optimise effectively. Until then, performance will be inconsistent. Probability: 100% (this is guaranteed) Mitigation: Start with Traffic objective (optimise for landing page views). Switch to Conversions objective only after 50 tracked purchases. Don’t judge ROAS in Month 1.
Risk 2: Creative Fatigue
What: Small audiences see the same ads repeatedly, CTR drops, CPC rises. Probability: High (by Month 3-4 at small budgets) Mitigation: 7 concepts with 3-5 variants each = 25-30 ads. Rotate 3-4 at a time per ad set. Refresh text overlays monthly (cheaper than reshooting). Plan a second shoot day around June.
Risk 3: Small Retargeting Audiences
What: With low traffic initially, retargeting audiences may be too small for Meta to deliver efficiently. Probability: High in Month 1-2 Mitigation: Use Instagram Engager audience (90 days) to supplement website visitors. This bridges the gap while pixel audiences build. Minimum audience size for Meta delivery: ~100 people.
Risk 4: Discount Dependency
What: Cart recovery discount (COMEBACK10) trains customers to expect discounts. Probability: Medium Mitigation: Only show discount ads to cart abandoners after 5 days (not immediately). Use scarcity messaging first (“limited stock,” “selling fast”). Monitor: if > 30% of purchases use a discount code, tighten the window to 7 days.
Risk 5: Competitor Response
What: A competitor starts advertising bedhead cushions on Meta after seeing Arlem ads. Probability: Low (Year 1) - we’re a niche product in a category they’ve ignored Mitigation: Build brand recognition and authority fast. Emily’s founder content can’t be copied. Customer reviews and social proof compound over time. First-mover advantage in bedhead cushion Meta advertising.
Part 13: What Success Looks Like
Year 1 Targets (Cumulative)
YEAR 1 AD CAMPAIGN TARGETS
================================================================
Metric Target Evidence-Based Rationale
----------------------------------------------------------------
Total spend $6,000 Conservative start
Total tracked purchases 100-140 At $45-60 cost per purchase
Ad-attributed revenue $40,000-56,000 At $400 AOV
ROAS 6.7-9.3x Above industry average (3-5x)
because retargeting is >50%
of performance
Cart recoveries 40-80 At 10-15% recovery rate
Cart recovery revenue $16,000-32,000 Highest-ROAS campaign
New customers acquired (cold) 60-80 Via prospecting campaigns
Email subscribers from ads 200-400 Via IG engager > site > popup
Audience assets built:
Website visitors 5,000+ For retargeting + lookalike
Product viewers 1,500+ For retargeting
Cart adders 300+ For cart recovery + lookalike
Purchasers 100+ For ultimate lookalike seedThe Compounding Effect
Paid ads don’t exist in isolation. Each dollar spent builds assets:
MONTH 1: $300 spend
Output: 1,500 clicks, 500 website visitors, 50 product viewers
Asset: Small retargeting audience, initial pixel data
MONTH 6: $550 spend + retargeting audiences + 30 purchases
Output: 2,500 clicks, but also 300 retargeted impressions/day
Asset: Growing lookalike quality, proven creative, algorithm learning
MONTH 12: $800 spend + mature audiences + 100+ purchases
Output: 3,000 clicks + high-quality retargeting + purchaser lookalike
Asset: Self-improving system where every dollar works harderThe algorithm gets smarter. The audiences get richer. The creative gets proven. Month 12 spend is 3-5x more efficient than Month 1 spend. This is why consistency matters more than budget size.
Appendix A: Full Ad Copy for Each Concept
Concept 1: Mountain of Pillows (All Variants)
1A - Reel (20s)
- Hook: “Every morning… remove 8 pillows. Every night… put them all back.”
- Body: Quick cut to Arlem bedroom. “Or… just one cushion.”
- CTA: “arlem.com.au”
1B - Reel (10s)
- Hook: “10 pillows. Every morning.”
- Cut: Arlem bedroom. “Or one.”
- CTA: “arlem.com.au”
1C - Static
- Image: Split screen. Left: 8 pillows on bed. Right: 1 bedhead cushion on bed.
- Headline: “Simplify your bedroom”
- Body: “One bedhead cushion. Two sleeping pillows. Done.”
- CTA: Shop Now
1D - Carousel (5 slides)
- “The daily pillow struggle” (text on warm background)
- “Wake up. Remove 8 pillows.” (image of pillow pile)
- “Style the bed. Replace 8 pillows.” (image of making bed)
- “Or… use one bedhead cushion.” (product image)
- “Designed by an interior designer. Made for real life.” (CTA)
Concept 2: Interior Designer’s Secret (All Variants)
2A - Reel (25s) - Full script in Part 3 above
2B - Reel (15s) - Stories cut
- Hook: “Interior designer secret…”
- Show: Cushion placement
- CTA: “arlem.com.au”
2C - Carousel (5 slides)
- “How an interior designer styles a bedroom” (Emily portrait)
- “Step 1: Ditch the decorative pillows” (plain bed)
- “Step 2: Add one bedhead cushion” (placement shot)
- “Step 3: That’s it. You’re done.” (styled bed)
- “Designed by Emily Brooks. Shop at arlem.com.au” (CTA)
2D - Static
- Image: Emily portrait with product
- Headline: “Interior designer. Founder. Daily user.”
- Body: “I designed the bedhead cushion I couldn’t find anywhere else.”
- CTA: Learn More
2E - Reel (20s) - Origin story
- Emily: “I started Arlem because I spent years styling bedrooms, and there was one product that didn’t exist…”
- Show product
- “So I made it.”
- CTA: “arlem.com.au”
Concept 5: Cart Recovery (All Variants)
5A - Soft Reminder (Static)
- Image: Product they viewed (Dynamic Product Ad if possible)
- Headline: “Still thinking it over?”
- Body: “Your [colour] bedhead cushion is waiting. Free shipping Australia-wide.”
- CTA: Shop Now
5B - Social Proof (Carousel)
- Product image
- Customer review #1 with bedroom photo
- Customer review #2
- “Handcrafted in Australia. Free shipping. 30-day returns.”
- CTA: Complete Your Order
5C - Founder Direct (Video, 10s)
- Emily to camera: “Hey! I noticed you were looking at our bedhead cushion. If anything’s holding you back, just DM me. I’m Emily, I designed it, and I’m happy to help.”
- CTA: Message Us
5D - Discount Offer (Static)
- Image: Product + discount code overlay
- Headline: “Here’s 10% off to help you decide”
- Body: “Use code COMEBACK10 at checkout. Expires in 48 hours.”
- CTA: Shop Now
- Small print: “Valid for 48 hours from first view”
Appendix B: How This Connects to Other Strategy Documents
| Document | What It Provides | How It Informs Ads |
|---|---|---|
| META-ADS-PERFORMANCE-ANALYSIS-2023-2024 | Historical benchmarks (CTR, CPC, audience data) | Baseline metrics, age targeting (35-55), Reels preference |
| BUYER-JOURNEY-ANALYSIS-2024 | 122 cart adder journeys, session patterns | Retargeting sequence timing, discount strategy |
| PERSONALIZATION-ROADMAP | 5-tier segment model, 35+ touchpoints | Ad-to-site message continuity, segment-based CTA |
| INTENT-PERSONALIZATION-RESEARCH | Industry benchmarks (202% CTA improvement, 17% popup conversion) | Exit-intent priority, free shipping bar, social proof tactics |
| AD-INTELLIGENCE-CROSS-BRAND-SYNTHESIS | 294 ads across 6 brands, market patterns | Hook strategy, production standards, competitor positioning |
| INSTAGRAM-STRATEGY-2026 | Funnel architecture, audience definitions | Campaign structure, creative specs, budget allocation |
| PRICING-AND-BUNDLING-STRATEGY-2026 | $349-$519 pricing, stealth bundles | AOV targets, upsell messaging, discount limits |
| ARLEM-RELAUNCH-STRATEGY-2026 | March 15 launch, $125K target, supplier strategy | Timeline alignment, product availability |
Appendix C: Quick Reference Card
THE ARLEM AD CAMPAIGN AT A GLANCE
================================================================
LAUNCH: March 15, 2026
BUDGET: $500/month ($6,000/year)
SPLIT: 40% cold / 30% warm / 20% hot / 10% retention
CORE CREATIVE (7 concepts):
1. Mountain of Pillows (problem)
2. Interior Designer's Secret (founder)
3. The 30-Second Bedroom (transformation)
4. What Real Customers Say (social proof)
5. Your Cushion Is Waiting (cart recovery)
6. New Colour Drop (scarcity)
7. The Cover Swap (product feature)
TARGET AUDIENCE: AU women 35-55, homeowners, interior design interest
KEY METRICS TO WATCH:
CTR > 4% (cold), < $0.30 CPC
Cost per AddToCart < $30
Cart recovery rate > 10%
ROAS > 3x by Month 6
PRODUCTION: 2 shoot days + 1 edit day = 25-30 ad variants
PREREQUISITES:
[x] Cross-brand intelligence (294 ads analysed)
[x] Buyer journey data (122 cart adders)
[x] Personalization infrastructure (5-tier segments)
[ ] Conversion tracking (ViewContent, AddToCart, Purchase)
[ ] Custom Audiences in Ads Manager
[ ] Creative production (2 shoot days)
[ ] Campaign setup in Ads Manager
DECISION FRAMEWORK:
Pause: CTR < 1.5% after $20 spend
Scale: CTR > 5% + consistent conversions
Refresh: Frequency > 4 or CTR decline > 20%Document Control:
| Version | Date | Author | Changes |
|---|---|---|---|
| 1.0 | Feb 12, 2026 | Nick + Claude | Initial campaign plan incorporating cross-brand intelligence (294 ads), buyer journey (122 cart adders), historical performance ($1,342 spend), personalization infrastructure, and pricing strategy |
“We spent $1,342 and reached 88,309 people who forgot us. Now we reach 10,000 who can’t.”