Starting with the creation of social media platforms and progressing to a thorough competitor study, marketing audit, and A/B test, we were able to identify the audience, market, and strategies to improve London Sleep Company’s online presence. It was decided to begin with website updates, standard monthly retainers (to raise product and brand awareness), and ad campaigns.

We devised an audience strategy that began with broad targeting and progressed to the ideal audience. By starting with a large audience, the campaigns would produce enough conversion volume and provide the Facebook algorithm with a large enough audience to bid against. We next refined the audience by layering in age, demographic, and interest targeting based on the prior phase’s data.