A multi-product catalog
with no catalog campaign behind it.
The Sleep Code is a DTC wellness brand built around the rituals of sleep — organic pima pajamas, acupressure mats, weighted masks and blankets, sunrise alarms. Strong foundations, and a paid program with structural room to improve.
The situation,as it arrived.
Google was running without consistent campaign segmentation, which starves the algorithm of a clean signal. Meta acquisition leaned on broad interest targeting with no catalog foundation underneath it, despite a product mix that browses like a catalog. Remarketing treated every warm audience identically regardless of how close anyone was to buying.
There was also no coordinated seasonal strategy connecting creative to promotional windows before they arrived, and no evidence base for which formats actually converted this audience.
Four moves,in the order they happened.
Simplify Google to three campaign types
Performance Max on all assets, a second excluding slippers, and brand search. A cleaner structure gave the algorithm a better signal set, and a keyword refinement moved brand spend off terms generating clicks without conversions.
Build a catalog-first acquisition engine
A dedicated catalog campaign on Meta let the product feed do structural work in prospecting instead of routing all acquisition through interest-based creative. It validated in its first full month and became the standout acquisition vehicle.
Split remarketing into three segments
Hot, warm and upsell, each with creative matched to distance from purchase, so urgency and messaging are applied where they are earned rather than uniformly.
Test formats, then commit
Carousel and GIF led consistently — carousel because it shows several products in one unit, which is how this catalog is actually browsed. Static and video were tested selectively rather than scaled on assumption.
Everything thatleft the building.
- Google account restructure across three campaign types
- Brand search keyword refinement
- Meta catalog-first acquisition campaign
- Three-segment remarketing architecture
- Format testing program
- Coordinated seasonal sale creative
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
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