This campaign was crafted for a collection of premium D2C home & decor brands positioned at the intersection of comfort, modern design, and durability—think clean lines, natural materials, and responsible production. Inspired by players like Parachute, Brooklinen, Article, Castlery, Koala, Casper, Emma, and Puffy, the objective was to convert high-intent searches (mattresses, sofas, bedding) into purchase actions while preserving an elevated brand experience across every touchpoint.

From sleep essentials to living-room centrepieces, this search campaign proved that premium home goods can convert at scale when paired with intent-led structuring, value-based bidding, and relentless query hygiene—turning in-market demand into profitable growth without diluting brand equity.
 

Audience & Demographics

Target Profiles

• Design-savvy homeowners and upscale renters upgrading key rooms (bedroom, living, dining)

• New movers, newlyweds, and growing families replacing foundational pieces (mattress, sofa, dining set)

• Value-minded premium shoppers who prioritise quality, warranties, and delivery/returns ease

Age Range
25–45 core buyers; peak conversion among 27–38

Gender Split
~60% Female / 40% Male

Top Markets
U.S., U.K., Canada, Australia — metro hubs with high move-in rates and strong e-commerce adoption (e.g., NYC, LA, London, Manchester, Toronto, Vancouver, Sydney, Melbourne)

Intent Signals

• Queries like: “best memory foam mattress,” “bed-in-a-box,” “modern sectional sofa,” “mid-century dining table,” “linen sheets,” “king bed frame,” “Washable area rug,” “apartment decor ideas,” “Black Friday mattress deals”

• High-intent modifiers: best, top-rated, warranty, free delivery, financing, trial, reviews