Modern mattress company Simba ran a series of Instagram and Facebook ads to reach customers with relevant messaging at specific points along the customer journey, achieving a 73% higher return on ad spend.
Founded in 2015, Simba sells mattresses designed to provide a perfect night’s sleep, using a combination of memory foam and a pocket-sprung layer. The London-based company ships its mattresses in small packaging, making them easy to carry up to even the highest floor of a building.
higher return on ad spend
lower cost per click
lower cost per purchase
The mattress brand wanted a way to reach new prospective customers with targeted ad creative based on where they are in the customer journey.
To reach the right people with the right messaging, Simba uses an ongoing testing strategy for its campaigns. By splitting its audiences based on behaviours (like website visitors or people who have placed an item in a cart), the company can reach specific audiences with ad creative that matches their stage of the customer journey and allows it to address different concerns people may have a different times. Through a series of video, photo and carousel ads on Instagram and Facebook, as well as ads in Instagram Stories, Simba showed off its brand's technological benefits in a snappy and engaging way.
By continuously running ads using this testing method, Simba is able to see which creative and messaging resonates best with a given audience. It continues to use this strategy rather than running one-off campaigns, iterating on well-performing ads to see if it can make them even better. At the end of this particular run (August–October 2017 and October–December 2017), the company saw a 31% lower cost per click and a 45% lower cost per purchase. It was also able to achieve a 73% higher return on ad spend by optimising its creative.