We redesigned the acquisition strategy around a simple principle:

Build trust before asking for the sale.

Rather than optimizing individual channels in isolation, we focused on creating a connected full-funnel customer journey where media, creative, landing pages, and measurement worked together.  The strategy centered around three key priorities:

• Building credibility and perceived value earlier in the customer journey

• Reducing conversion friction throughout the funnel

• Simplifying media structures to improve learning and scalability

Full-Funnel Strategy: Rather than sending cold audiences directly to the PDP, top-of-funnel campaigns drove traffic to educational and editorial-style landing pages designed to build trust and answer common questions before presenting the purchase decision.

The PDP became the destination for warmer, higher-intent audiences who already understood the technology and value proposition.

Creative Framework: We developed core creative pillars designed to educate, build credibility, and address common objections: Press credibility and Founder authority, Education and differentiation, Skeptic transformation, Value framing, and Sleep-problem hooks.  

This created a repeatable testing framework while ensuring messaging aligned with customer intent and funnel stage.

Conversion Optimization: Customer surveys identified perceived value as the primary purchase barrier.

Using those insights, we implemented a series of website and messaging updates designed to reinforce value, address objections, and reduce friction throughout the purchase journey.

Media & Measurement: We simplified campaign structures, consolidated audiences, tested multiple bidding approaches, and implemented an ongoing test-and-learn framework across creative, audiences, landing pages, and offers.

We also shifted decision-making away from platform-reported ROAS and toward blended performance metrics and incrementality insights.