After the early growth from press, word of mouth, and Amazon Ads, Loftie had launched more products—including a lamp designed for sleep—and was in a position to compete with bigger brands, Hassett says. In 2022, Loftie set out to build awareness of their mission and products to help customers sleep better with an improved tech/life balance. To achieve these goals, Loftie launched a campaign that included Sponsored Products, Sponsored Brands, and more Sponsored Display ads—especially near the holidays.
“We’re a small business and have a small fraction of the funding of some of these other brands, and our thinking was, How can we compete? What can we do to present ourselves as a better choice for shoppers?” Hassett says.
Loftie also focused on Sponsored Brands video, which they used to highlight the key benefits of their products for customers. With video ads, Loftie was able to communicate with customers how their alarm clock stands out from others, which helped increase consideration and allowed them to better stand out in their category.
“The challenge for our brand is that we’re a premium product, and we have to make sure we’re being really clear about what you’re getting—it’s not just an alarm clock; you’re getting a white-noise machine, a Bluetooth speaker, and lifetime free access to content that updates and changes over time,” Hassett says. “Our focus is much more on sharing that value proposition.”