Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative.
“Authenticity is part of our brand in general,” Jasmine Rayonia, Brooklinen’s director of growth marketing, said during our recent “How to Crush the 2023 Holiday Season With Shopping Ads” Tech-Talk Webinar. “It’s super important to stay in touch with what matters to consumers in their lives and really speak to them.”
The company’s claim as “the internet’s favorite sheets” and its cult following underscore the power of resonating with consumers in a crowded home market.
Taboo topics: Brooklinen’s social ad about “night sweats” spoke to what Rayonia initially considered “gross,” but later thought “it’s a human experience, something that everyone goes through.”
Community speaks: Hopping on TikTok trends like the “Sunday reset” allowed Brooklinen to achieve two key objectives: emotional connection and effective product promotion.
Guiding gift-giving: These lessons in authenticity are some that Brooklinen plans to apply toward the expanding holiday shopping season.
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