FLOOF
Date
2025
Industry
Lifestyle
Services
Creative, Paid Media
Team
Creative Strategy
Summary
FLOOF, a family-owned luxury pillow brand, partnered with Mason to scale their revenue through Meta advertising. Facing intense competition, they needed a way to showcase their superior product quality while improving ad performance. Through a structured creative strategy, Mason helped FLOOF profitably increase revenue by 120% month over month while setting a record breaking Month for the brand overall.
Goal
FLOOF sought to improve its return on ad spend (ROAS) and revenue growth on Meta while maintaining a scalable, repeatable creative process. The challenge was to differentiate from low-cost competitors and drive sustainable performance gains through effective ad creative.
Their Story
FLOOF Living offers high-end, organic down-filled pillows with hand-crafted edges, setting them apart from competitors who use synthetic materials. They have been breaking into the direct-to-consumer (DTC) space and are committed to delivering a quality product to consumers. Sumptuous fabrics, superior fill, and meticulous construction take their pillows beyond the ordinary. Curated in ready-to-go Sets and Collections, they can transform a corner or an entire home. You can check out their collection here.
The Challenge
FLOOF’s existing ad strategy had two key issues:
Creative was not breaking through
A heavy reliance on static product and lifestyle imagery was not conveying the Brand’s tone, unique value props, and product offerings in a strong enough way. This was leading to low conversion rates and engagement.
Influencer Content Was One-Off
While influencer-generated content performed well, it wasn’t scalable or repeatable since it lacked a structured testing approach and was almost impossible to find a large number of reliable and effective influencers.
The Strategy
Our strategy was to lean into the product differentiators which are rooted in quality, design and to be honest, a VIBE. Knowing UGC content performed well, we set our sights on creating a UGC themed creative suite that would not only offer a scalable amount of creative, but also a key aspect of controlled variables for testing and future iteration.
This approach ensured FLOOF’s new creative could be tested, scaled, and continuously improved, leading to stronger performance across key Meta metrics.
This approach ensured FLOOF’s new creative could be tested, scaled, and continuously improved, leading to stronger performance across key Meta metrics.
The Results
Revenue Growth:
- +122% Month over Month Platform Revenue
- +130% YoY True Revenue
- Record Breaking Month
ROAS Improvement: +47% to 3X
- Scalability & Ad Spend Increase: +48%
- Click-Through Rate (CTR): +77% to nearly 4%
- Conversion Rate (CVR): +20%
~6X
ROAS across top performing ad variations while scaling
+77%
Click-Through Rate (CTR)
+20%
Conversion Rate (CVR)
Conclusion
The data is undeniable, that changing FLOOF Living’s creative direction has caused this brand’s revenue to take off almost immediately.
By shifting from one-off influencer content to a structured, repeatable creative strategy, MASON helped FLOOF significantly improve Meta ad performance.
A systematic, data-backed approach to creative testing, proving that the right ad strategy can drive measurable, scalable revenue growth. We’re grateful for our Partnership with FLOOF and for the opportunity to have Data, Design and Strategy drive meaningful results.
This approach ensured FLOOF’s new creative could be tested, scaled, and continuously improved, leading to stronger performance across key Meta metrics.
By shifting from one-off influencer content to a structured, repeatable creative strategy, MASON helped FLOOF significantly improve Meta ad performance.
A systematic, data-backed approach to creative testing, proving that the right ad strategy can drive measurable, scalable revenue growth. We’re grateful for our Partnership with FLOOF and for the opportunity to have Data, Design and Strategy drive meaningful results.
This approach ensured FLOOF’s new creative could be tested, scaled, and continuously improved, leading to stronger performance across key Meta metrics.
“Mason unlocked our brand’s potential by crafting an authentic and systematic approach to communicating our product attributes through compelling UGC creatives. Their strategy drove profitable results and set the stage for continued growth.”
