A leader in the sleep-tech space, Eight Sleep has been lauded by professional athletes, doctors, and sleep specialists alike for their cooling mattress technology designed to help users optimize their sleep. Because their products have a high price point, Eight Sleep reached out to us for assistance with achieving a lower CPA and to equip potential customers with all of the information they need to make an informed purchasing decision. This resulted in decreased lead time between a customer’s first exposure to the brand and the date of purchase.
Our initial approach to Eight Sleep content was to launch with first and third-person pieces that highlighted the technology behind the products and high-profile endorsements. Ultimately, we optimized to achieve the lowest CPA by implementing a three-pronged approach: highlighting key outcomes of using the product, featuring customer social proof, and addressing the biggest barrier to entry—price—early on in articles and ad creative to appeal directly to intentional customers.