Concept study · Home
Slow Mornings
One linen set, three buying intents, three ad angles, and one landing page that answers all of them.
The question
“What sheets are best for hot sleepers?”
The gap
What the campaign was missing before.
- One ad, one messageA single “luxury linen” ad spoke to nobody in particular.
- Landing on the homepageThe click arrived at the front door and had to find the product.
- No fabric factsThe ad promised comfort. The page didn’t prove it.
- Tracking unclearClicks were visible. Purchases weren’t tied back to the ad.
The edit
Three angles, one page that keeps their promise.
- Angle 1Make room for slow mornings. (Comfort)
- Angle 2Sleep cooler, all summer. (Temperature)
- Angle 3Softer every wash. (Longevity)
- Landing pageFabric, contents and sizes above the fold
How we’d read it
Weekly, against your store data, until the budget is spent.
- Spend and clicks per angle, weekly
- Purchases tied back to each angle
- Landing page scroll and add-to-cart
- Cost per purchase against your target
- Which angle to keep, change or stop
What it shows
- 01
Write each ad to the need behind a different question.
- 02
The landing page keeps the ad’s promise, or the click is wasted.
- 03
Let the results pick the angle, not our opinion.
A concept study on a fictional product, written by Slate to show how we work. Not client work and not a claimed result.
