Case study of targeted advertising for mattress sales
Progress
Project
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Instagram-shop of blankets and pillows, sale of bed linen, own production of blankets and pillows.
The purpose of advertising: Direct sale of products of the Instagram store: blankets, pillows, bed linen. Promotional offers and buying through Direct.
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Purpose of advertising
Selling products of the Instagram store through Direct: blankets, pillows, bedding. Promotional offers and purchases via Direct.
What the Needy People team has done
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Launch of turnkey advertising campaigns on Instagram and Facebook.
Configuring ManyChat for automatic replies in Direct.
Using 3 different audiences and hypotheses.
Creation of 4 sets of creatives for targeting for each vacancy.
Check for compliance with Facebook rules and launch the campaign within 24 hours. Monitoring and optimization of the advertising campaign.
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The result of the team's work We need people
The initial test budget was $100, and it was launched for a cold audience based on interests.
The subsequent advertising budget was increased to $1600 per month.
The average price for writing in Direct ranges from $0.41 to $0.68.
Settings
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With proper planning, optimization of creatives and strategy, it is possible to optimize an advertising campaign and reduce the price per application by 25-50%. The team is currently working on this, implementing new Advertising Campaigns and optimizing existing ones.
What goals did we set for the mattress advertising campaign?
The main goal of the advertising campaign was to attract new customers for the mattress store and increase sales in both retail and online formats. The objectives included:
increasing the number of applications and purchases via Facebook and Instagram;
increasing brand awareness among the target audience;
building trust in the store as a reliable supplier of quality mattresses;
optimization of the advertising budget to reduce the cost of a lead.
How we built an advertising strategy for Mattress Sales
The campaign included a range of activities — from technical settings to creating creatives that inspired trust among potential buyers.
Preparing advertising infrastructure
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Meta Pixel integrated for conversion tracking (views, add to cart, purchases).
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End-to-end analytics are set up to monitor results.
Attention-grabbing creatives and offers
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More than 12 banners and videos were created with an emphasis on comfort, quality, and healthy sleep.
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Main offers: "30% discount on the new collection", "Orthopedic mattresses with a 10-year warranty", "Free delivery".
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A modern visual style was used with product demonstrations and customer reviews.
Audience segmentation and targeting
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Main target audience: couples aged 25–50, young parents, people interested in health and comfort.
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Additional segments: those who searched for home goods and furniture.
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Used Look-alike audiences based on previous customers.
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Retargeting has been launched for users who visited the site but did not complete a purchase.
Results of an advertising campaign for the sale of mattresses
The CTR of the best creatives is 4.3%.
250+ applications and purchases within the first month.
The average cost of a lead is from $1.6.
More than 60% of new customers made a repeat purchase.
The campaigns worked stably, ensuring a high level of payback.
What showed the highest effectiveness
Video demonstrating mattresses in real use.
Banners with an emphasis on promotional discounts and installments.
Retargeting with abandoned cart reminder.
Recommendations for further sales growth
To scale your results, we recommend:
run dynamic ads with a mattress catalog;
add videos with customer reviews in stories format;
Test Google Shopping ads to reach a wider audience.
Conclusions
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The mattress sales case proved that properly configured targeted advertising can provide a stable flow of customers and significant sales growth even in a highly competitive niche.
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Thanks to the work of the "Necessary People" team, the advertising campaign brought measurable results: increased brand awareness, hundreds of applications, and repeat purchases.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising for a mattress store
Targeted advertising for a mattress store helps turn the “gray” niche of sleep products into a stable sales channel from social networks. Most customers buy a mattress once every few years, hesitate for a long time, compare prices and reviews, and competitors actively pressure with promotions. Without clear targeting, even a good website and a high-quality assortment remain almost unnoticed. In this case, targeted advertising for mattresses was focused on practical audience requests: how to get rid of back pain, how to get better sleep, how to choose a mattress for a specific weight and sleeping habits. Instagram and Facebook campaigns were set up to bring not random views, but people who are already thinking about replacing their mattress. Thanks to a well-thought-out funnel, targeted advertising for a mattress store turned into a predicted channel of applications, rather than a one-time discount campaign.
Mattress niche and initial conditions for launching targeted advertising
The mattress market is competitive and at the same time inert: the client "ripens" for a long time before making a purchase, but when the decision is made, he wants to choose quickly and without unnecessary complications. The mattress store had basic search traffic, several offline points and a presence in social networks, but the main sales came from recommendations and promotions. Posts on Instagram and Facebook were seen mainly by existing subscribers, the page's reach did not grow. Previous attempts to launch targeted mattress advertising were unsystematic: without segmentation, with general creatives and an emphasis only on discounts. As a result, part of the budget was spent on an audience that did not plan to make a purchase in the near future. The task was to build a clear campaign structure where the mattress store's targeted advertising was tied to real actions: viewing models, requesting a consultation, adding to the cart and placing an order.
Targeting challenges for a mattress and sleep products store
Promoting mattresses through targeting has its own unique challenges. First, the decision cycle is long: a person can postpone a purchase for months, returning to the topic only when back pain or discomfort from sleep becomes noticeable. Second, mattress ads can easily get lost among more emotional content in the feed. If targeted mattress advertising is built only around the words “discount” and “sale”, users will simply scroll through it without understanding the real difference between brands. Third, it is important to cut off the audience that is looking for the cheapest option without interest in quality and features, since this group often gives low margins and a high bounce rate. The mattress store’s targeted advertising strategy had to take all these factors into account and focus on the audience that really values comfort and is ready to invest in quality sleep.
Targeted advertising strategy for a mattress store on social media
The promotion strategy was based on segmenting the audience by motivation and funnel stages. Separate campaigns of targeted mattress advertising were adjusted to people interested in sleep products, orthopedics, back health, and inexpensive bedroom renovation. The cold audience was attracted through educational creatives: tips on how to choose a mattress by firmness, filler, age, and weight. The warm audience, who had already visited the site or interacted with the content, was “cultivated” through remarketing with specific models and special offers. The mattress store’s targeted advertising did not lead to the main page, but to landing pages: mattresses for double beds, options for children, orthopedic solutions, and models in the mid-price segment. This shortened the path from click to selection and increased conversion to an application.
Creatives, health benefits, and benefit language in mattress advertising
The right presentation played a key role. The creatives of targeted mattress advertising showed not just a photo of the product, but the context of comfortable sleep: a tidy bedroom, a relaxed posture, a rested person in the morning. The texts focused on the benefits that were clear to the client: reduced tension in the back and neck, the absence of “pits” and creaks, normal sleep with different weights of partners. Separate ads compared segments: how a basic mattress differs from an orthopedic one, which fillers are better suited for allergy sufferers, which models are optimal for children and teenagers. Targeted advertising of a mattress store used limited-time offers on popular sizes, without aggressive dumping, in order to maintain the image of a quality brand. This approach allowed to simultaneously increase trust and stimulate appeals “here and now”.
Targeting results and opportunities for further store growth
After several waves of optimization, the mattress store's targeted advertising achieved stable results in terms of lead cost and number of applications. The share of calls from customers who already understand the difference between mattress types and are ready to choose from the middle and higher segments increased. Remarketing campaigns returned some of the users who had previously visited the site but postponed the purchase. Analytics allowed us to highlight the most marginal sizes and models, focus budgets on them and form separate offers for families with children, young couples and older people. Social networks ceased to be just a channel for displaying promotions and turned into a full-fledged entry point into the sales funnel. The next steps were the launch of video reviews, testing new audiences based on health and sleep interests, and scaling the most successful links of targeted mattress advertising.