CTV ADS
We were asked to come up with a more top of funnel campaign that focused on top of funnel focus, namely using Connected TV to drive more impressions. While this isn’t my agency’s area of expertise, I took on the challenge and was proud of the results. While Buffy was pleased with the work, they decided to work with a partner who is more specialized in this area.
CTV Version:
I wanted to do a full funnel test of this as well, so we made versions for YouTube and Meta as well.
The YouTube versions focused on the main messaging in 10 seconds to account for shorter watch times.
The Meta versions presented the videos as problem / solution to tailor it better for direct response:
BRAND VIDEOS
Buffy has undergone a brand evolution while we have been with them. But when we started with them their brand projected a youthful, fun vibe and we definitely wanted to lean into that with our initial creatives. Their two key products are the Cloud Comforter and the Breeze Comforter. For the Cloud Comforter, which is more affordable and super soft, we leaned into the vibes and the soft and cozy messaging. For the Breeze comforter, we have employed a number of strategic positioning points to test. The one featured here is centered around your partner sweating the bed. There is noting more disgusting than waking up in someone else’s sweat. This creative is leaning into that need. Both of these creatives have been successful for the account and are still featured.
GEN-Z WOMEN
We were tasked with making ads that appealed to Gen-Z women. We were using the cloud product here and we wanted to emphasize the comfort aspect of the product. One of the chief value propositions of Buffy is they’re hypoallergenic so we wanted to test that as well. These ads have run long term in the account and serve it well.
Designer: Layne Buckland