Premium Sleepwear, Styled For Growth
KIP is a luxury sleepwear brand based in Canada, known for its elevated materials, monogrammed personalization, and commitment to thoughtful gifting. When we began working together, KIP had strong organic traction and a clear brand aesthetic — but was looking to drive scalable online sales growth heading into their busiest quarter.
Over the course of our engagement, we focused on sharpening their paid acquisition strategy, optimizing on-site conversions, and building a full-funnel system to support both new customer acquisition and returning customer revenue.
KIP had everything going for them: a beautiful product, loyal repeat customers, and a brand that already felt premium from the moment you landed on the site. What they didn’t have? A full-funnel growth strategy.
They were entering Q4 with ambitious goals and a strong reputation — but without a dedicated performance marketer on the team, there were gaps in channel planning, media buying, and creative strategy. They needed someone who could move fast, act as a true partner, and connect the dots between brand and revenue.
With Black Friday/Cyber Monday around the corner, the stakes were high. KIP wanted to:
Increase online sales by 40% compared to the previous year
Maximize the gifting potential of their sleepwear and cashmere collections
Elevate their Meta and Google ad performance
Improve site conversion through thoughtful content and CRO
We had less than eight weeks before BFCM to do all our testing get everything live — and the work didn’t stop at media buying. This would be a full-stack growth effort, from strategy to execution.
We began by overhauling KIP’s advertising approach with one goal in mind: make every impression count — especially in a world where Meta’s Andromeda update rewards creative diversity more than ever.
Rather than relying on a handful of static ads, we built a library of assets tailored to multiple personas, gift-giving scenarios, and product types. From cozy unboxing videos to rich product-focused stills, each asset was designed to connect emotionally and convert.
We structured Meta campaigns to take full advantage of Andromeda’s creative matching engine, pairing varied formats — UGC, testimonials, product closeups, and elevated lifestyle imagery — with differentiated copy hooks. This allowed the algorithm to dynamically serve the right message to the right person at the right time.
Cashmere buyers saw elegant, premium-feeling visuals. Pajama gifters were served heartfelt copy with monogramming callouts. Returning customers were reminded of KIP’s elevated comfort through thoughtful retargeting.
Every ad wasn’t just beautiful — it had a job to do. Below is just a fraction of the ad creatives I ran during the month of October…the videos are cut short and turned into gifs to load quickly.
To support this strategy, I implemented a rapid creative iteration cycle — I designed and uploaded 2–4 fresh assets every week in multiple dimensions to maximize placement coverage across Meta surfaces. Every asset had a hypothesis behind it, and performance dictated what stayed and what got cut. I closely monitored key metrics like CTR, CPC, and ROAS, proactively pausing underperforming ads that drove low engagement or inflated costs.
In parallel, I ran structured tests across audience segments, campaign types (ABO vs. CBO), and optimization levers to identify where the algorithm delivered the strongest performance. The goal was to engineer campaigns that scaled efficiently while staying true to the brand’s luxury aesthetic.
On Google Ads, we doubled down on what was already working — and made it work harder. Early performance data revealed that Canadian customers were significantly more responsive than U.S. shoppers, likely due to a combination of recent tariffs and shifting economic sentiment. We split the product feeds and focused exclusively on Canada, where KIP’s identity as a homegrown brand gave it a powerful advantage.
To maximize results, we built a leaner product feed around the brand’s bestsellers and removed underperforming SKUs. We layered in promotional messaging through sitelinks, extensions, and Merchant Center promotions — all tailored to resonate with different shopper mindsets. A Performance Max campaign gave us omnichannel reach across Google surfaces (Search, Shopping, YouTube, and more), allowing us to match intent at every stage of the funnel. The result: a streamlined, high-performing Google Ads strategy that drove measurable results without wasted spend.
Within just two months of working together, KIP saw exceptional results across both paid media channels — far surpassing internal benchmarks and year-over-year goals.
Meta Ads delivered a strong 5.8x return on ad spend, powered by consistent creative testing, full-funnel campaign structures, and CRO-informed messaging.
Google Ads became the brand’s highest-performing channel, returning 10.2x ROAS, following a strategic realignment around Canadian shoppers, best-selling SKUs, and leaner product feeds.
Notable Growth Highlights:
Online sales in November grew +135% year-over-year.
Q4-to-date online sales are up +138%, more than triple the brand’s internal target.
Despite softer offline retail performance, total Q4 revenue is up +19% YoY, showing strong resilience in a tightening consumer market.
KIP set a bold growth target for 2025 — and as of early December, they’re well ahead of pace. With online channels outperforming expectations, the focus now shifts to scaling complementary retail and corporate gifting efforts to carry the momentum through year-end.
With paid channels now performing at a high level, the next phase of growth will focus on deeper optimization and broader reach.
We’ll continue scaling Meta and Google campaigns, refining creative and audiences in real-time as we move through the holiday season and into Q1. Expansion into additional platforms will also be explored to amplify awareness, grow organic following, and unlock new customer segments.
Beyond paid media, we’ll begin streamlining performance across other touchpoints — including email, organic search, and retention channels — to build a more cohesive, conversion-driven ecosystem.