Arlem Direct Response Ads: Batch 2
15 New Ad Concepts That Go Beyond the Original 7
Document Version: 1.0 Created: February 12, 2026 Author: Nick + Claude Framework: Direct response principles (Schwartz, Collier, Sugarman) layered with Arlem voice Data Sources:
- 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
- Historical Arlem Meta Ads performance (2023-2024): $1,342 spent, 6,513 clicks
- Customer personas: 145+ Instagram DM conversations, purchase patterns
- Positioning: “Arlem gives you permission to have a beautiful, simple bedroom”
How This Relates to the Original 7
The AD-CAMPAIGN-RELAUNCH-2026 plan covers seven core concepts:
- Mountain of Pillows (problem-agitate)
- Interior Designer’s Secret (founder authority)
- The 30-Second Bedroom (transformation)
- What Real Customers Say (social proof)
- Your Cushion Is Waiting (cart recovery)
- New Colour Drop (scarcity)
- The Cover Swap (product feature)
These 15 new concepts attack angles those 7 don’t touch. Different emotional triggers, different awareness levels, different objections. Some are cold prospecting, some are warm retargeting, some are specific to personas the original plan underserves.
Production note: Many of these share footage with the original 7. A single 2-day shoot can cover both batches if planned together.
Concept 8: “What’s Behind Your Bed?” (The Bare Wall Problem)
Funnel stage: Cold (Awareness) Hook type: Curiosity + Problem-agitate Awareness level: Problem-aware (they know the wall looks bare, don’t know the solution exists) Target persona: Renter Upgrader, Considered First-Timer
Why this angle works: The original 7 concepts focus on replacing decorative pillows. But there’s a bigger, quieter problem: the bare wall behind the bed. No headboard, no artwork, just a mattress pushed against plaster. 25-38 year old renters can’t drill into walls. A bedhead cushion solves a problem they didn’t know had a name.
The insight: Bed Threads targets renters explicitly (“that generic rental beige,” “I just needed better bedding in an actual colour”). No competitor in the dataset addresses the bare-wall-behind-the-bed problem directly.
CONCEPT 8: WHAT'S BEHIND YOUR BED?
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Format: Reel (15s) + Static
Production: Real rental bedroom, deliberately plain
AD 8A - REEL (15s):
[VISUAL: Camera slowly pans across a bedroom. Nice duvet. Decent pillows.]
[Camera reaches the wall behind the bed. Bare. Sad. Just paint.]
[TEXT OVERLAY: "Something's missing"]
[VISUAL: Hands placing a bedhead cushion against the wall]
[TEXT OVERLAY: "Oh. That's what it needed."]
[VISUAL: Pull back. Same bedroom, completely different feel.]
[TEXT OVERLAY: "No drill holes. No headboard. No stress. arlem.com.au"]
AD 8B - STATIC:
[IMAGE: Split screen. Left: plain bed against bare wall. Right: same bed with bedhead cushion.]
[HEADLINE: "The $399 fix for a bare bedroom wall"]
[BODY: "No drilling. No headboard. Just lean it against the wall and you're done."]
[CTA: See how it works]
AD 8C - CAROUSEL (4 slides):
1. "That wall behind your bed..." (close-up of bare wall above mattress)
2. "A headboard costs $800-2,000. And you can't take it when you move." (headboard price tags)
3. "Or... one bedhead cushion. $399. Moves with you." (product styled against wall)
4. "No drilling, no assembly, no commitment. arlem.com.au" (CTA)
AD 8D - REEL (10s) - RENTER CUT:
[TEXT OVERLAY: "Renters, this one's for you"]
[VISUAL: Bedhead cushion being placed against rental wall]
[TEXT OVERLAY: "No holes. No permission needed. No landlord dramas."]
[TEXT OVERLAY: "arlem.com.au"]Budget allocation: 10% of cold budget Expected CTR: 5-7% (addresses a specific, unspoken frustration) Why it converts: Names a problem renters feel daily but can’t articulate. The price comparison ($399 vs $800-2,000 headboard) reframes value instantly. Zero competitors run this angle.
Concept 9: “He’ll Actually Make the Bed” (The Couples Angle)
Funnel stage: Cold + Warm Hook type: Problem-agitate (humour) Awareness level: Problem-aware Target persona: Time-Poor Stylist, Intentional Homeowner
Why this angle works: Our DM analysis reveals a recurring theme: women styling the bed while partners won’t engage with 8 decorative cushions. This is relatable content that gets shared, commented on, and tagged. al.ive body proves humour-adjacent problem hooks work (47% of their library). Sheet Society uses fashion vocabulary to make bedding feel culturally relevant. This concept makes bedroom styling a relationship moment.
CONCEPT 9: HE'LL ACTUALLY MAKE THE BED
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Format: Reel (15-20s) + Static
Production: Real couple in bedroom, light and warm
AD 9A - REEL (20s):
[VISUAL: Woman arranging 8 decorative cushions on bed, carefully positioned]
[TEXT OVERLAY: "Me: styling the bed every morning"]
[VISUAL: Cut to partner staring at the cushion pile blankly]
[TEXT OVERLAY: "Him: 'Where do they all go?'"]
[VISUAL: Cut to Arlem bedroom. Two pillows. One bedhead cushion.]
[TEXT OVERLAY: "The Arlem solution"]
[VISUAL: Partner casually placing the one cushion against the wall. Done. 5 seconds.]
[TEXT OVERLAY: "He'll actually make the bed. arlem.com.au"]
AD 9B - STATIC:
[IMAGE: Neatly styled bed, simple, one cushion]
[HEADLINE: "Simple enough that anyone in your house will make the bed"]
[BODY: "Two pillows. One cushion. Done. No instruction manual required."]
[CTA: Shop Now]
AD 9C - CAROUSEL (3 slides):
1. "The current system:" (photo of elaborate pillow arrangement with arrows and labels)
2. "The Arlem system:" (photo of bedhead cushion + 2 pillows. Clean, simple.)
3. "One cushion. No arguments. arlem.com.au"Budget allocation: 10% of cold budget Expected CTR: 6-9% (shareable, relatable, comment-bait) Why it converts: This is tag-your-partner content. High comment rates boost organic reach. The underlying message (simplicity = household harmony) resonates with the Time-Poor Stylist persona. al.ive body’s humour-adjacent content consistently outperforms pure product shots.
Concept 10: “The $2,000 Headboard” (Price Reframing)
Funnel stage: Cold (Awareness) + Warm (Consideration) Hook type: Contrarian + Statistic Awareness level: Solution-aware (they’ve looked at headboards, balked at prices) Target persona: Considered First-Timer, Intentional Homeowner
Why this angle works: The Considered First-Timer persona (28-35, first grown-up bedroom) is price-conscious but willing to invest. The key question: “Is this worth it?” Reframing against headboard pricing ($800-3,000) makes $399 feel like a steal. Only 2% of competitor ads use statistic hooks, making this format distinctive in the feed.
CONCEPT 10: THE $2,000 HEADBOARD
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Format: Reel (15s) + Static + Carousel
Production: Quick cuts between headboard showrooms and Arlem bedroom
AD 10A - REEL (15s):
[VISUAL: Scrolling through headboard prices on a furniture website]
[TEXT OVERLAY: "$899... $1,400... $2,200..."]
[VISUAL: Woman closes laptop]
[TEXT OVERLAY: "Or..."]
[VISUAL: Bedhead cushion leaning against wall. Gorgeous bedroom.]
[TEXT OVERLAY: "$399. Looks better. Feels better. Moves with you."]
[TEXT OVERLAY: "arlem.com.au"]
AD 10B - STATIC:
[IMAGE: Beautiful styled bed with bedhead cushion]
[HEADLINE: "The look of a $2,000 headboard. For $399."]
[BODY: "Soft enough to lean on. Beautiful enough to show off. And you can take it when you move."]
[CTA: See the range]
AD 10C - CAROUSEL (4 slides):
1. "A timber headboard: $1,200. Fixed to the wall. Stays when you leave."
2. "An upholstered headboard: $2,000. Can't wash it. Can't move it."
3. "An Arlem Bedhead Cushion: $399. Leans against the wall. Removable, washable covers. Moves with you."
4. "Designed by an interior designer. Made in Australia. arlem.com.au"Budget allocation: 10% of cold budget Expected CTR: 4-6% Why it converts: Direct price comparison reframes the purchase from “expensive cushion” to “fraction of a headboard.” This is the Considered First-Timer’s exact decision calculus. The “moves with you” line hits renters simultaneously. No competitor runs a headboard comparison angle.
Concept 11: “Which Arlem Are You?” (Identity Quiz)
Funnel stage: Cold (Awareness) + Warm (Engagement) Hook type: Curiosity (identity) Awareness level: Unaware to Problem-aware Target persona: All personas (engagement play)
Why this angle works: Bed Threads runs colour identity quizzes across 15+ ad variants (zodiac, love language, aura). These generate massive comment engagement because people love categorising themselves. No other brand in the dataset does this. For Arlem, the quiz maps to our two material worlds (linen vs boucle) and our style options (French Seam vs Relaxed Fit). This is a top-of-funnel engagement play that builds remarketing audiences cheaply.
CONCEPT 11: WHICH ARLEM ARE YOU?
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Format: Carousel (5-6 slides) + Reel + Static
Production: Styled bedroom shots in different aesthetics
AD 11A - CAROUSEL (6 slides):
1. "Which Arlem are you?" (warm background, serif text)
2. "THE MINIMALIST: Natural Linen, French Seam. Clean lines. Quiet confidence. Your bedroom whispers, never shouts." (styled minimal bedroom)
3. "THE TEXTURE LOVER: Ivory Boucle, Relaxed Fit. You want to touch everything. Your bedroom feels like a hug." (boucle close-up in warm bedroom)
4. "THE COSY ONE: Umber Boucle, Relaxed Fit. Rich warmth. Sunday mornings that last all day." (dark, warm bedroom)
5. "THE CLASSIC: Stone Linen, French Seam. You've always had good taste. This just confirms it." (elegant, timeless bedroom)
6. "Find yours at arlem.com.au" (all four side by side)
AD 11B - REEL (15s):
[VISUAL: Quick cuts between four different bedroom aesthetics]
[TEXT OVERLAY: "Which one are you?"]
[Each bedroom flashes with its label: "The Minimalist" / "The Texture Lover" / "The Cosy One" / "The Classic"]
[TEXT OVERLAY: "Tell us in the comments. arlem.com.au"]
AD 11C - STATIC (x4, one per personality):
[IMAGE: Styled bedroom for each personality type]
[HEADLINE: "You're [The Minimalist/The Texture Lover/etc.]"]
[BODY: Short personality description + product match]
[CTA: Shop your style]Budget allocation: 10% of cold budget (engagement-focused, builds remarketing audiences) Expected CTR: 5-8% (Bed Threads' quiz content runs at high impression ranks for months) Expected comment rate: 3-5x normal (identity content drives self-categorisation comments) Why it converts: Not designed for immediate purchase. Designed to build remarketing audiences cheaply through high engagement. Comments and shares lower CPM. People who engage get retargeted with Concepts 4, 5, and 7.
Concept 12: “Sunday Morning” (Lifestyle Aspiration)
Funnel stage: Cold (Awareness) Hook type: Aspirational (no CTA variant) + Curiosity Awareness level: Unaware (they don’t know the product exists) Target persona: Time-Poor Stylist, Intentional Homeowner
Why this angle works: CULTIVER runs 54% of ads with no CTA at all, trusting visual quality to do the work. 92% of all competitor ads use aspirational tone. This concept sells the feeling, not the product. It’s the “I want my bedroom to feel like that” ad. The product appears but isn’t named or priced. Pure top-of-funnel desire creation.
The insight from our positioning: “Arlem gives you permission to have a beautiful, simple bedroom.” This ad IS that permission.
CONCEPT 12: SUNDAY MORNING
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Format: Reel (15-20s) + Static
Production: Golden hour bedroom shoot, Emily or model, relaxed and real
AD 12A - REEL (20s) - NO CTA VERSION:
[VISUAL: Slow, warm. Morning light pouring through linen curtains.]
[A woman sits up in bed, leaning against her bedhead cushion]
[She picks up a book. Or a coffee. She's in no rush.]
[Camera lingers on the bedroom. Simple. Beautiful. Two pillows, one cushion, nothing else.]
[TEXT OVERLAY: "This is what simple looks like."]
[VISUAL: Arlem logo. No CTA. No price. Just the feeling.]
AD 12B - REEL (15s) - SOFT CTA VERSION:
[Same footage, faster cut]
[TEXT OVERLAY: "Sunday mornings should feel like this"]
[TEXT OVERLAY: "The Original Bedhead Cushion"]
[TEXT OVERLAY: "arlem.com.au"]
AD 12C - STATIC:
[IMAGE: Woman leaning against bedhead cushion, morning light, coffee in hand]
[No headline. Just the image and a small "arlem.com.au" in the corner]
AD 12D - STATIC WITH COPY:
[Same image]
[HEADLINE: "A bedroom that lets you breathe"]
[BODY: "The Original Bedhead Cushion. Designed in Adelaide."]
[CTA: Learn More]Budget allocation: 5% of cold budget Expected CTR: 3-5% (lower click intent, but high impression efficiency) Why it converts: This doesn’t convert directly. It creates desire. CULTIVER’s no-CTA strategy works because visual aspiration builds brand memory. When these viewers see Concept 5 (cart recovery) or Concept 4 (social proof) later, they already want the feeling. Low CPC because engagement-optimised delivery is cheaper than conversion-optimised.
Concept 13: “The Reading Angle” (Functional Benefit as Lifestyle)
Funnel stage: Cold + Warm Hook type: Problem-agitate + Curiosity Awareness level: Problem-aware (they stack pillows to read in bed every night) Target persona: Intentional Homeowner, Time-Poor Stylist
Why this angle works: Every person who reads, scrolls, or watches TV in bed props pillows against the wall. They slide down. They bunch up. You end up with a sore neck. This is a universal, nightly frustration that nobody in the market addresses. al.ive body’s 165-second video proves educational, objection-solving content works when it addresses a genuine problem.
The “so what?” chain: Feature: supportive fill > Function: proper back support > Lifestyle: actually comfortable reading in bed > Emotion: your evening wind-down feels like a ritual, not a wrestling match with pillows.
CONCEPT 13: THE READING ANGLE
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Format: Reel (15-20s) + Static
Production: Woman reading/scrolling in bed, real and relatable
AD 13A - REEL (20s):
[VISUAL: Woman in bed, three pillows stacked behind her. She's trying to read.]
[One pillow slides down. She adjusts. The stack collapses.]
[TEXT OVERLAY: "Every. Single. Night."]
[VISUAL: Cut to same woman, leaning comfortably against a bedhead cushion]
[She's reading. She's relaxed. Nothing is sliding anywhere.]
[TEXT OVERLAY: "Proper back support. Without the pillow Tetris."]
[TEXT OVERLAY: "The Original Bedhead Cushion. arlem.com.au"]
AD 13B - STATIC:
[IMAGE: Woman comfortably leaning against bedhead cushion, reading]
[HEADLINE: "Finally. Back support that doesn't collapse at 9pm."]
[BODY: "Lean back and read, scroll, or just sit with your coffee. No pillow stacking required."]
[CTA: Shop Now]
AD 13C - REEL (10s) - QUICK CUT:
[TEXT OVERLAY: "How many pillows does it take to sit up in bed?"]
[VISUAL: Quick shots of different pillow-stacking attempts, all failing]
[TEXT OVERLAY: "Or... just one."]
[VISUAL: Bedhead cushion. Clean, simple, supportive.]
[TEXT OVERLAY: "arlem.com.au"]Budget allocation: 10% of cold budget Expected CTR: 5-7% Why it converts: This reframes the product from “decorative” to “functional.” The Intentional Homeowner’s key question is “Will this last?” and “Is it worth it?” Showing it solves a nightly frustration (not just a styling problem) doubles the perceived value. You’re not buying a decoration. You’re buying comfort AND decoration.
Concept 14: “The Guest Bedroom Hack” (Quick Win)
Funnel stage: Cold + Warm Hook type: Curiosity + How-to Awareness level: Solution-aware Target persona: Intentional Homeowner, Design Enthusiast
Why this angle works: Guest bedrooms are neglected spaces where people want impact with minimum effort. One product transforms a bare spare room into something that feels considered. This concept also opens a second-purchase pathway (buy one for the master, come back for the guest room).
CONCEPT 14: THE GUEST BEDROOM HACK
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Format: Reel (15s) + Static
Production: Spare room transformation, before/after
AD 14A - REEL (15s):
[VISUAL: Generic guest bedroom. Plain. Forgettable.]
[TEXT OVERLAY: "Your guest room right now"]
[VISUAL: Same room. Add a bedhead cushion. Throw the duvet straight. Done.]
[TEXT OVERLAY: "Your guest room in 30 seconds"]
[VISUAL: Guest walks in. Impressed.]
[TEXT OVERLAY: "Interior designer trick. One cushion changes the whole room."]
[TEXT OVERLAY: "arlem.com.au"]
AD 14B - STATIC:
[IMAGE: Beautifully styled guest bedroom, simple, one cushion doing the heavy lifting]
[HEADLINE: "The one thing that makes a guest room look intentional"]
[BODY: "Guests notice. You barely have to try."]
[CTA: Style your spare room]
AD 14C - CAROUSEL (3 slides):
1. "Your guest bedroom needs one thing." (bare guest room)
2. "Not a new bedframe. Not new bedding. Just one bedhead cushion." (cushion being placed)
3. "The easiest upgrade in the house. arlem.com.au" (finished room)Budget allocation: 5% of cold budget Expected CTR: 4-6% Why it converts: Opens a secondary purchase motivation. People who already have one for their bedroom see this and think “I should get one for the spare room.” Also attracts the Intentional Homeowner who’s actively redecorating room by room.
Concept 15: “Linen or Boucle?” (Material as Personality)
Funnel stage: Warm (Consideration) Hook type: Curiosity (choice framework) Awareness level: Product-aware (they know Arlem exists, haven’t decided which) Target persona: Considered First-Timer, Design Enthusiast
Why this angle works: Sheet Society gives each material a distinct personality (“naturally light and breezy” vs “everyone’s loving”). I Love Linen’s reversible cover generates 32% of ads from one product feature. This concept helps warm visitors who’ve browsed but haven’t decided which option to buy. It solves choice paralysis by making each material feel like a personality match, not a spec comparison.
CONCEPT 15: LINEN OR BOUCLE?
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Format: Reel (15s) + Carousel + Static
Production: Side-by-side material close-ups, texture shots
AD 15A - REEL (15s):
[VISUAL: Extreme close-up of linen texture. Hand running across it.]
[TEXT OVERLAY: "Linen: for the one who likes things effortless"]
[VISUAL: Cut to boucle texture. Hand running across loops.]
[TEXT OVERLAY: "Boucle: for the one who wants to touch everything"]
[TEXT OVERLAY: "Which one are you?"]
[TEXT OVERLAY: "Both have removable, washable covers. arlem.com.au"]
AD 15B - CAROUSEL (4 slides):
1. "The great debate" (both materials side by side)
2. "LINEN: Relaxed. Breathable. Gets softer with every wash. The 'I woke up like this' of bedrooms." (linen close-up + styled bedroom)
3. "BOUCLE: Textured. Rich. Looks like it belongs in a design magazine. The 'she just gets it' of bedrooms." (boucle close-up + styled bedroom)
4. "Good news: covers are interchangeable. Start with one, swap whenever you want. arlem.com.au" (both covers side by side)
AD 15C - STATIC (x2):
VERSION 1:
[IMAGE: Linen bedroom, warm and relaxed]
[HEADLINE: "Linen people know."]
[BODY: "Soft, relaxed, effortless. European linen that gets better with time."]
[CTA: Shop Linen]
VERSION 2:
[IMAGE: Boucle bedroom, rich and textured]
[HEADLINE: "Boucle people know."]
[BODY: "Rich texture, designer feel. The look that makes people ask where you got it."]
[CTA: Shop Boucle]Budget allocation: 20% of warm budget Expected CTR: 4-6% Why it converts: Directly addresses choice paralysis. The “covers are interchangeable” line is the conversion unlock: you’re not making a permanent decision. Also drives cover-only purchases ($179-$199) as the entry point or add-on. Comment section becomes a linen vs boucle debate (free engagement).
Concept 16: “I Couldn’t Find It. So I Made It.” (Origin Story, Short)
Funnel stage: Cold + Warm Hook type: Founder story (compressed) Awareness level: Problem-aware to Solution-aware Target persona: All personas
Why this angle works: The existing Concept 2 (Interior Designer’s Secret) is a 25-second founder piece. This is the compressed, punchy version. al.ive body runs 12 founder variants at 20% of their library. The reason: founder stories build trust at small scale faster than anything else. This version is designed for Stories and Reels where you have 5-10 seconds to hook.
The difference from Concept 2: Concept 2 leads with credentials (“I’m an interior designer”). This one leads with the problem (“I couldn’t find it”).
CONCEPT 16: I COULDN'T FIND IT
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Format: Reel (10s) + Static
Production: Emily, face-to-camera, raw and real
AD 16A - REEL (10s):
[EMILY TO CAMERA, casual, no script feel]
"I spent years looking for a bedhead cushion that actually looked good.
Couldn't find one.
So I made one."
[VISUAL: Cut to product in Emily's own bedroom]
[TEXT OVERLAY: "arlem.com.au"]
AD 16B - REEL (8s) - STORIES VERSION:
[TEXT OVERLAY: "Interior designer. Mum. Frustrated shopper."]
[EMILY: "I made the cushion I couldn't find anywhere."]
[VISUAL: Product shot]
[TEXT OVERLAY: "arlem.com.au"]
AD 16C - STATIC:
[IMAGE: Emily in her own bedroom, product visible but not centred]
[HEADLINE: "I made the cushion I couldn't find anywhere"]
[BODY: "I'm Emily. Interior designer, mum, and the person behind every Arlem cushion. Made in Adelaide."]
[CTA: Her story]
AD 16D - STATIC (QUOTE FORMAT):
[Clean background, large quote text]
"I styled hundreds of bedrooms as an interior designer. The one product I could never find? A bedhead cushion that looked good and lasted."
[Small text: "Emily, Founder"]
[CTA: Meet Emily]Budget allocation: 10% of cold budget + 10% of warm budget Expected CTR: 6-8% Why it converts: “I couldn’t find it, so I made it” is the most compressed version of the founder story. It communicates credentials (she looked everywhere), quality standards (nothing was good enough), and authenticity (she solved her own problem) in one sentence. al.ive body’s founder content runs for 100+ days. This should be evergreen.
Concept 17: “One Thing” (Radical Simplicity)
Funnel stage: Cold Hook type: Contrarian Awareness level: Problem-aware Target persona: Time-Poor Stylist
Why this angle works: Every home styling account tells you to layer: throws, cushions, euro pillows, lumbar pillows, a runner. It’s exhausting. This ad pushes back against the complexity. CULTIVER’s brand philosophy “Cultivated NOT DECORATED” proves that a contrarian stance against over-styling resonates at the premium end. Our positioning says it: “Arlem gives you permission to have a beautiful, simple bedroom.”
CONCEPT 17: ONE THING
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Format: Reel (12s) + Static
Production: Minimal, clean, lots of negative space
AD 17A - REEL (12s):
[VISUAL: Instagram-perfect bedroom. 12 cushions, throw, runner, candles, the works.]
[TEXT OVERLAY: "Instagram says you need all this."]
[VISUAL: Cut to Arlem bedroom. Two pillows. One bedhead cushion. Nothing else.]
[TEXT OVERLAY: "You don't."]
[Hold on the simple bedroom for 3 seconds. Let it breathe.]
[TEXT OVERLAY: "arlem.com.au"]
AD 17B - STATIC:
[IMAGE: Clean, simple bedroom. Intentionally minimal.]
[HEADLINE: "You don't need 12 cushions."]
[BODY: "You need one good one."]
[CTA: Shop Now]
AD 17C - STATIC (TEXT-HEAVY):
[Warm background, large text]
"An Arlem Bedhead Cushion.
Two sleeping pillows.
Done.
That's the whole trick."
[Small: "arlem.com.au"]Budget allocation: 10% of cold budget Expected CTR: 5-7% Why it converts: This is permission marketing. The Time-Poor Stylist feels guilty that her bedroom doesn’t look like Instagram. This ad says: you don’t need all that. You need one thing. That’s relief. That’s the emotion that opens wallets. Bed Threads' “breaking the curse of millennial grey” names a cultural trend and pushes against it. This names the over-styling trend and pushes against it.
Concept 18: “Real Bedrooms” (User-Generated Style)
Funnel stage: Warm (Consideration) Hook type: Social proof (visual) Awareness level: Product-aware Target persona: All personas
Why this angle works: Concept 4 (Customer Proof) uses reviews and quotes. This concept uses photos. Real homes, real styling, real context. The positioning spec says belonging is a core emotional pillar: “from real Australian homes.” I Love Linen uses UGC tactically (13% of library). al.ive body plugs into content trends. This concept turns customer photos into a visual proof system.
The buyer journey data shows 37% of cart adders need multiple visits. Visual proof of the product in homes that look like theirs is what bridges “interesting” to “I should buy this.”
CONCEPT 18: REAL BEDROOMS
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Format: Carousel + Reel + Static
Production: Customer-submitted photos (request via email/DM campaign)
AD 18A - CAROUSEL (6 slides):
1. "Real Arlem bedrooms. No styling. No staging." (text on warm background)
2. Customer bedroom #1 + city + cushion details ("Sarah, Sydney. Queen Natural Linen.")
3. Customer bedroom #2 + city + cushion details ("Mel, Melbourne. King Ivory Boucle.")
4. Customer bedroom #3 + city + details
5. Customer bedroom #4 + city + details
6. "Your bedroom next? arlem.com.au" (CTA)
AD 18B - REEL (15s):
[VISUAL: Quick montage of 6-8 real customer bedrooms]
[TEXT OVERLAY on each: city name + cushion type]
[TEXT OVERLAY: "Real homes. Real Arlem cushions. No staging."]
[TEXT OVERLAY: "arlem.com.au"]
AD 18C - STATIC (SINGLE CUSTOMER):
[IMAGE: One particularly beautiful customer bedroom photo]
[HEADLINE: "[Name], [City]"]
[BODY: "Her bedroom, her style, her Arlem. Queen Natural Linen."]
[CTA: Find your style]Budget allocation: 25% of warm budget (grows over time as customer photos accumulate) Expected CTR: 4-6% Why it converts: People buy when they see the product in a home that looks like theirs. Styled shoots are aspirational. Customer photos are believable. The city names add specificity and belonging (“other women in Melbourne are buying this”). This concept gets stronger every month as the customer photo library grows. I Love Linen’s oldest ads (157+ days) are visual proof content.
Concept 19: “Morning Math” (Pain Quantification)
Funnel stage: Cold Hook type: Statistic + Problem-agitate Awareness level: Problem-aware Target persona: Time-Poor Stylist
Why this angle works: Direct response principle: don’t describe pain vaguely, do the math. When readers see specific numbers, they calculate whether that’s worth paying to solve. Only 2% of competitor ads use statistic hooks. This makes the format distinctive in a feed full of aspirational lifestyle content.
CONCEPT 19: MORNING MATH
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Format: Reel (15s) + Static + Carousel
Production: Text-heavy with B-roll, timer on screen
AD 19A - REEL (15s):
[TEXT OVERLAY on black: "Let's do the maths."]
[TEXT OVERLAY: "6 decorative cushions."]
[TEXT OVERLAY: "Removed every morning. Replaced every night."]
[TEXT OVERLAY: "That's 4,380 cushion moves per year."]
[VISUAL: Cut to Arlem bedroom. One cushion. It stays put.]
[TEXT OVERLAY: "Or... zero."]
[TEXT OVERLAY: "arlem.com.au"]
AD 19B - STATIC:
[IMAGE: Clean Arlem bedroom]
[HEADLINE: "4,380 cushion moves per year. Or zero."]
[BODY: "6 cushions x 2 times a day x 365 days = why? One bedhead cushion. It stays where it is."]
[CTA: Simplify your mornings]
AD 19C - CAROUSEL (4 slides):
1. "6 decorative cushions" (pillow pile image)
2. "x 2 (morning removal + evening replacement)" (illustration)
3. "x 365 days = 4,380 cushion moves per year" (big number)
4. "Or one Arlem Bedhead Cushion that stays put. arlem.com.au" (product image)
AD 19D - STATIC (YEARLY):
[Clean background, large text]
"15 minutes a day making the bed.
91 hours a year.
Almost 4 full days.
Spent on decorative pillows nobody sits on."
[Small text: "There's a simpler way. arlem.com.au"]Budget allocation: 10% of cold budget Expected CTR: 5-7% Why it converts: Specific numbers feel true even before verification. “4,380 cushion moves per year” is the kind of stat people screenshot and share. The contrast with “or zero” is the punchline. This works because it takes a vague frustration (“ugh, pillows”) and makes it concrete (“4,380 moves”). The Time-Poor Stylist persona lives on efficiency. This speaks her language.
Concept 20: “First Home” (Life Moment Targeting)
Funnel stage: Cold Hook type: Identity + Aspiration Awareness level: Problem-aware to Unaware Target persona: Considered First-Timer, Renter Upgrader
Why this angle works: Life moments drive purchases. First home, first adult bedroom, post-breakup fresh start, empty nest redecoration. Bed Threads targets renters explicitly. Bedtonic targets women 40+. Nobody in the dataset targets life transitions. These audiences are small but high-intent: when you’re setting up a new bedroom, you’re buying now, not browsing.
CONCEPT 20: FIRST HOME
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Format: Static + Reel (10s)
Production: Can use existing lifestyle footage
AD 20A - STATIC (FIRST HOME):
[IMAGE: Simple, beautiful bedroom with one cushion]
[HEADLINE: "Setting up your first real bedroom?"]
[BODY: "Skip the decorative pillow phase. Start with one bedhead cushion that does everything."]
[CTA: Start here]
AD 20B - STATIC (FRESH START):
[IMAGE: Same tone, slightly different room]
[HEADLINE: "New chapter. New bedroom."]
[BODY: "One cushion. Clean start. You've earned a bedroom that feels like yours."]
[CTA: Shop Now]
AD 20C - STATIC (EMPTY NEST):
[IMAGE: Elegant, refined bedroom]
[HEADLINE: "The kids moved out. The pillow pile can too."]
[BODY: "Your bedroom is yours again. Make it simple. Make it beautiful."]
[CTA: Shop Now]
AD 20D - REEL (10s):
[TEXT OVERLAY: "Moving into a new place?"]
[VISUAL: Empty bedroom > add bedding > place one bedhead cushion > done]
[TEXT OVERLAY: "One cushion. Instant bedroom."]
[TEXT OVERLAY: "arlem.com.au"]Budget allocation: 5% of cold budget (life-moment targeting in Meta) Expected CTR: 4-6% Why it converts: Meta allows life-event targeting (recently moved, newly engaged, etc.). These audiences are small but have active purchase intent. The messaging shifts per life stage, but the product is the same. The empty nest variant (20C) directly targets the Intentional Homeowner (45-54) who finally has permission to redecorate for herself.
Concept 21: “The Only Bedroom Product You Need” (Category Authority)
Funnel stage: Cold + Warm Hook type: Contrarian + Authority Awareness level: Solution-aware Target persona: Design Enthusiast, Intentional Homeowner
Why this angle works: al.ive body puts 48% of budget behind one hero product (Kitchen Trio). The existing plan recommends 60%+ behind the bedhead cushion. This concept takes that further: it positions the bedhead cushion as the single most impactful bedroom purchase. Not one of many. THE one. Emily’s credentials make this claim credible.
CONCEPT 21: THE ONLY BEDROOM PRODUCT YOU NEED
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Format: Reel (20s) + Static
Production: Emily face-to-camera + bedroom B-roll
AD 21A - REEL (20s):
[EMILY TO CAMERA]
"I've styled hundreds of bedrooms. And there's one product that changes a room more than anything else."
[VISUAL: Cut to bedroom transformation. Plain > cushion placed > beautiful]
"Not new bedding. Not a headboard. Not artwork."
[VISUAL: Close-up of bedhead cushion]
"One bedhead cushion. It anchors the whole room."
[TEXT OVERLAY: "The Original Bedhead Cushion. arlem.com.au"]
AD 21B - STATIC:
[IMAGE: Emily in a styled bedroom]
[HEADLINE: "An interior designer's single biggest bedroom recommendation"]
[BODY: "After hundreds of bedrooms, it's always the same answer. One piece that changes everything."]
[CTA: See why]
AD 21C - CAROUSEL (4 slides):
1. "I've styled hundreds of bedrooms." (Emily portrait)
2. "The one thing that always changes a room the most? Not new bedding. Not paint." (styled bedroom)
3. "A bedhead cushion. It anchors everything." (product in context)
4. "I made one because I couldn't find the right one. arlem.com.au" (CTA)Budget allocation: 10% of cold budget Expected CTR: 5-7% Why it converts: Authority claim + founder credibility + single-product focus. The Design Enthusiast wants to know WHY this design works. The Intentional Homeowner wants expert validation for her purchase. “I’ve styled hundreds of bedrooms” is a claim competitors can’t make. Emily’s real credentials make this land differently than a generic brand making the same claim.
Concept 22: “It’s Just a Cushion” (Objection Head-On)
Funnel stage: Warm (Consideration) + Hot (Conversion) Hook type: Contrarian (self-aware) Awareness level: Product-aware (they’ve seen it, they’re skeptical) Target persona: Considered First-Timer
Why this angle works: The Considered First-Timer’s inner voice says: “$399 for a cushion?” This ad names the objection out loud, then systematically dismantles it. Disqualification and objection handling are core direct response techniques. By being self-aware about the price, you disarm the skeptic and flip from defensive to confident.
CONCEPT 22: IT'S JUST A CUSHION
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Format: Reel (20s) + Carousel + Static
Production: Mix of Emily face-to-camera + product shots
AD 22A - REEL (20s):
[TEXT OVERLAY: "$399 for a cushion?"]
[Beat. Let the skepticism sit.]
[EMILY TO CAMERA, knowing smile]
"I know. That's what I thought too, before I spent two years designing one."
[VISUAL: Close-up of linen texture]
"Oeko-Tex certified European linen."
[VISUAL: Hands squeezing the fill]
"Australian-made insert that stays plump for years."
[VISUAL: Cover being unzipped and removed]
"Removable covers you throw in the wash."
[VISUAL: Bedroom transformation]
"It's not just a cushion. It's the thing that makes your whole bedroom look finished."
[TEXT OVERLAY: "arlem.com.au"]
AD 22B - CAROUSEL (5 slides):
1. "It's just a cushion." (plain text, provocative)
2. "A cushion made from Oeko-Tex certified European linen." (texture close-up)
3. "With an Australian-made insert that stays plump for years." (fill detail)
4. "With removable, washable covers you can swap whenever you want." (cover swap shot)
5. "Okay, it's not just a cushion. arlem.com.au" (styled bedroom)
AD 22C - STATIC:
[IMAGE: Product detail, beautiful texture]
[HEADLINE: "It's just a cushion. (It's not just a cushion.)"]
[BODY: "European linen. Australian-made fill. Removable covers. And the look that pulls your whole bedroom together."]
[CTA: See the difference]Budget allocation: 15% of warm budget + 10% of hot budget Expected CTR: 5-7% Why it converts: Directly addresses the #1 purchase objection (price). By naming it first, you own the conversation. The Considered First-Timer needs to feel smart about this purchase. This ad gives her the arguments she’ll use when her partner asks “you spent $400 on a cushion?” Arming the buyer with justification is pure direct response.
Summary: The Complete Ad Library (Original 7 + New 15)
FULL ARLEM AD LIBRARY: 22 CONCEPTS
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COLD - AWARENESS (Concepts 1, 3, 8, 9, 10, 11, 12, 16, 17, 19, 20, 21)
Concept 1: Mountain of Pillows (problem-agitate)
Concept 3: The 30-Second Bedroom (transformation)
Concept 8: What's Behind Your Bed? (bare wall/renter)
Concept 9: He'll Actually Make the Bed (couples/humour)
Concept 10: The $2,000 Headboard (price reframe)
Concept 11: Which Arlem Are You? (identity quiz)
Concept 12: Sunday Morning (aspirational, no-CTA)
Concept 16: I Couldn't Find It (compressed founder)
Concept 17: One Thing (radical simplicity)
Concept 19: Morning Math (pain quantification)
Concept 20: First Home (life moment)
Concept 21: The Only Bedroom Product (category authority)
WARM - CONSIDERATION (Concepts 2, 4, 7, 15, 18, 22)
Concept 2: Interior Designer's Secret (founder authority)
Concept 4: What Real Customers Say (review social proof)
Concept 7: The Cover Swap (product feature)
Concept 15: Linen or Boucle? (material personality)
Concept 18: Real Bedrooms (visual social proof)
Concept 22: It's Just a Cushion (objection handling)
HOT - CONVERSION (Concepts 5, 13)
Concept 5: Your Cushion Is Waiting (cart recovery sequence)
Concept 13: The Reading Angle (functional benefit)
ALL STAGES (Concepts 6, 14)
Concept 6: New Colour Drop (scarcity + news)
Concept 14: Guest Bedroom Hack (second purchase)New Concepts Mapped to Personas
PERSONA COVERAGE
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Persona Original 7 New 15 Batch 2
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Intentional Homeowner 2, 4 13, 20C, 21, 22
Time-Poor Stylist 1, 3 9, 12, 17, 19
Considered First-Timer 4, 5 8, 10, 15, 22
Renter Upgrader (gap) 8, 10, 20
Gift Giver 6 14
Design Enthusiast 2, 7 15, 21
Loyal Returner 6, 7 14, 18
Custom Requester (gap) (still a gap - DM-based)Key improvement: The original 7 had a gap for Renter Upgraders and Considered First-Timers. Concepts 8, 10, and 22 close those gaps directly.
New Concepts Mapped to Competitor Tactics
TACTIC ORIGIN
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Concept Inspired By Tactic
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8 Bed Threads renter-specific UGC Explicit renter targeting
9 al.ive body humour-adjacent hooks Relatable problem with levity
10 (gap in market - no one does this) Price comparison reframing
11 Bed Threads identity quizzes Self-categorisation engagement
12 CULTIVER 54% no-CTA strategy Pure aspirational brand building
13 al.ive body 165s educational video Functional objection-solving content
14 Sheet Society category expansion Second-purchase pathway
15 Sheet Society material-as-personality Choice framework, reduces paralysis
16 al.ive body 12 founder variants Compressed founder story for Stories
17 CULTIVER "Cultivated NOT DECORATED" Contrarian brand philosophy
18 I Love Linen UGC at 13% Customer photos as proof system
19 (only 2% of market uses stats) Pain quantification with numbers
20 Bedtonic 40+ targeting Life-moment specific messaging
21 al.ive body 48% hero product focus Single product category authority
22 (gap in market - rare self-awareness) Objection handling, price justificationProduction Notes
Shared Footage with Original 7
These new concepts can share production days with the original plan:
From Shoot Day 1 (Emily content):
- Concept 16: Same setup as Concept 2, just shorter takes
- Concept 21: Emily face-to-camera, same as Concept 2 setup
- Concept 22: Emily responding to price objection, same setup
From Shoot Day 2 (Product and lifestyle):
- Concept 8: Bare wall shots (before state) + cushion placement
- Concept 12: Morning light bedroom footage
- Concept 13: Reading-in-bed footage
- Concept 14: Guest bedroom styling
- Concept 15: Material close-ups of both linen and boucle
No additional shoot required:
- Concept 9: Needs a couple (Emily + partner, or hired)
- Concept 11: Uses existing styled bedroom photos across colourways
- Concept 17: Minimal production, mainly text + one hero bedroom shot
- Concept 18: Customer-submitted photos (request campaign needed)
- Concept 19: Mainly text overlays + B-roll from other shoots
- Concept 20: Reuses existing lifestyle footage with different text
Additional Shoot Requirement
One new element: Concept 9 (couples angle) requires a second person in frame. This could be a 30-minute add-on to Shoot Day 1 if Emily’s partner is available, or a separate brief session.
Hook Text Library (New Additions)
Problem-Agitate (new angles):
- “4,380 cushion moves per year. Or zero.”
- “Your bed takes longer to style than your outfit”
- “$2,000 for a headboard. $399 for the same look.”
- “Six cushions. Removed every morning. Replaced every night. Why?”
- “That wall behind your bed is doing nothing”
Founder Authority (compressed):
- “I made the cushion I couldn’t find anywhere”
- “After hundreds of bedrooms, it’s always the same answer”
- “Interior designer. Mum. Frustrated shopper.”
- “Two years designing one cushion. Here’s why.”
Curiosity (new angles):
- “Which Arlem are you?”
- “Linen or boucle?”
- “The one product every interior designer recommends”
- “How many pillows does it take to sit up in bed?”
Identity/Permission:
- “You don’t need 12 cushions”
- “New chapter. New bedroom.”
- “Simple enough that anyone in your house will make the bed”
- “This is what simple looks like”
Objection Handling:
- “$399 for a cushion? I know. Let me explain.”
- “It’s just a cushion. (It’s not just a cushion.)”
- “The one that makes people ask where you got it”
Document Control:
| Version | Date | Author | Changes |
|---|---|---|---|
| 1.0 | Feb 12, 2026 | Nick + Claude | 15 new direct response ad concepts layered on cross-brand intelligence (294 ads), buyer journey data (122 cart adders), 8 customer personas, and Arlem positioning framework |