E-commerce — travel accessories · Meta Ads

Sleep Panda: Building a customer acquisition system from zero

A new Australian travel-pillow brand needing scalable paid acquisition, creative strategy and conversion tracking from the ground up.

Engagement in progress — figures below describe the plan, not results achieved.

The challenge

Launch a new consumer product into a category dominated by established brands, and find a repeatable cost per acquisition before scaling spend.

New brand, no purchase history for the Pixel to learn from and no proven messaging angle.

Market research into the Australian travel-pillow category to identify the buying trigger — travel comfort, sleep quality, packability.
Audience strategy: priority customer segments mapped to distinct angles rather than one generic product ad.
Funnel strategy across TOFU, MOFU and BOFU, with prospecting and retargeting sequenced accordingly.
Creative strategy: concepts, hooks, messaging and a structured testing framework, with the assets produced by the client's own creative resources.
Paid media: Meta campaign structure, targeting and ongoing optimisation.
Measurement of performance to identify the winning audience and message combinations, then data-led decisions on where additional budget should go.

Meta Pixel and purchase events implemented and validated, with GA4 as the cross-check on session and checkout behaviour.

Campaign results for this engagement are not yet verified for publication. We only publish numbers we can show in the client's own account.

For a new brand the first job is not scale — it is finding one message angle and one offer that convert repeatably. Everything after that is budget.

A review of your ads, website conversion, tracking and search visibility — then an honest recommendation.