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November 17, 2022
Social Skills: How Brooklinen expanded their market with personalized ads
Known as “the Internet’s favorite sheets,” Brooklinen is an approachable home-essentials brand delivering high-quality goods at a fair price.
Husband-and-wife team Rich and Vicky were inspired to start the brand when, during a trip to Las Vegas, they fell in love with the luxurious comfort of their hotel bed sheets and asked to purchase them. After looking at the price tag, they decided to pass. This inspired a new business idea with the question many of us ask at least once in our adult lives: why do comfortable sheets have to be so expensive? In this episode of Social Skills,the series where we talk to social media marketers, we’re focusing on how Brooklinen uses personalized ads to help expand into new markets.
“As a brand, we really try to speak to our customers as their friend,” says Jasmine Rayonia, Brooklinen’s director of growth marketing.
“[With personalized ads] we did a bit of research,” adds Adeline Galang, growth marketing manager, paid social. “We sent out customer surveys and decided to put what our consumers are saying into our advertising—realizing it could really relate and get personalized to anyone else.”
By tapping into the personal meaning of what comfort means to their customers, the team got real personal with their personalized ads—leading to one of their most successful campaigns, “So long night sweats,” inspired by a customer going through menopause and resonating with many sweaty sleepers.
“Sometimes it really comes down to basics. Stories by different influencers. Speaking about their relationship to the product and how personal it is to them,” Jasmine explains. “That is a key thing for our ads. Ads have evolved. Back in the day, where you place your CTA was super important—this color versus that color. But now it's more storytelling and getting really personal in that way.”
Understanding the universal need and search for high-quality comfort, Brooklinen continues to incorporate influencers and the stories in their personalized ads, resulting in scalable results across various markets: “That has been a huge strategy for us, to let your friends tell you about us. It’s been a super easy and important way for us to get really in bed with our customers, as we like to say.”
For Brooklinen, Jasmine says they expand on these strategies with A/B testing, analyzing the results to determine what is working best for their audience. Learn how to set up and evaluate the results of a split test campaign.
Catch up on previous seasons of Social Skills to go behind the scenes with some of the industry’s social media editors and learn the secrets of their success.
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