Comfy Case Study | Wpromote

Case Study

Building A Full Funnel, Cross-Channel Growth Engine

The Comfy needed to translate organic interest into business growth. They partnered with Wpromote to build a full funnel marketing strategy that could drive both brand engagement and revenue across channels.

Their Story

Creator of the World’s First “Wearable Blanket”

Founded by two brothers, Brian and Michael Speciale, The Comfy has been making the everyday better with their line of wearable blankets since launching on Shark Tank in 2017. Led by a small but mighty team with big dreams and a lot of grit, The Comfy went from The Tank to the shelves in national retailer storefronts like Costco, Macy’s, and Target as well as Amazon—and is now available online in a variety of retailers.

THE CHALLENGE

Expanding into Paid Search & Social to Drive Long-Term Profitability

The Comfy saw attention in their flagship product surge after their appearance on Shark Tank. They partnered with Wpromote to convert that interest into long-term, sustainable growth for the business. Our experts worked with The Comfy team to develop a strategic plan to build out the brand’s paid search and social strategy from the ground up.

To surpass The Comfy’s overarching revenue goal, we needed to create scalable, performance-driven campaigns that effectively filled the funnel with high-intent audiences ready to purchase.

The Solution

Strengthening Brand Interactions Across the Entire Customer Journey

Wpromote’s experts recognized the need to capitalize on the organic interest around the brand and ramped up The Comfy’s paid search and social strategy with full funnel campaigns aimed at finding new prospects, retargeting engaged audiences, and upselling to previous customers.

We specifically focused on three key approaches:

Growing revenue for the account via strategic plans across paid channels:

Launched paid media efforts across search, social, and Amazon optimized to strict ROAS goals
Optimized media strategy to offset challenges in the marketplace, including increased competition, rising CPMs, and data privacy issues (i.e. iOS 14)

Expanding brand reach across all major social channels:

Deployed dynamic product ads on Amazon, then scaled the highest-performing campaigns across Snapchat, Facebook, and Instagram to amplify messaging and ROI
Utilized traffic, add-to-cart, lead generation, and conversion campaigns to reach customers at all stages of their purchase journey
Established brand authority and credibility through The Comfy’s unique value proposition as the original, first-to-market blanket/sweatshirt backed by Barbara Corcoran

Deploying new TikTok influencer marketing strategies:

Leveraged TikTok’s Creator Marketplace to build strategic relationships with influencers who were the right match for The Comfy brand
Partnered with TikTok influencers with high engagement stats to produce and launch a series of branded videos and generate higher CTR

Channels + Services

Paid Search
Paid Social
Amazon

Driving Increased Revenue & Efficient ROAS

The Comfy’s Amazon, search, and social channels have continually exceeded revenue targets while driving efficient ROAS for the account. TikTok CTRs improved by 15% after launch of UGC content from the Creator Marketplace while influencing purchase behavior across the web and driving an additional halo effect on other channels like Amazon.