The Brand

Chilipad by Sleepme is a sleep technology company dedicated to enhancing the quality of life through better sleep. Their team of innovators and sleep enthusiasts are passionate about creating solutions that improve health, recovery, and well-being.

The Challenge

Traditional branded ads, while polished and consistent, struggled to break through increasingly cluttered feeds. The goal: to find a more engaging way to connect with target audiences and improve overall return while getting Chilipad’s name out there. 

The Solution

By treating influencer content as its own traffic funnel, we not only drove awareness and conversions, but also amplified broader digital advertising efforts through...

• Native storytelling that felt authentic 
• Stronger creative diversity to test across audiences
• More relatable product education

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By securing whitelisting usage on each piece of influencer content Aligned Growth was able to generate a diverse range of ad content from real-world examples, exact use cases, and relatable humor. All of this was tested in Chilipad’s Ad Account to find the winners that could scale. 

Standout Content

Some of the most impactful content came from creators who found fun and organic ways to showcase the product:

• James White 
  
  • Impressions: 3.5m
    
    • A testimonial meets setup style video, giving a very organic review of the product. A perfect piece of content for whitelisting. It’s relatable and honest. 

• Nick Kosir 
  
  • Impressions: 3.2m
    
    • The dancing weatherman created a fun, lighthearted, and relatable piece of content. It’s an eye-catching piece of content that was perfect to highlight Chilipad during the hot seasons. 

• Kennedy Crichlow 
  
  • Impressions: 2.3m
    
    • Tapping into the new mom angle in a clean, aesthetic style video showcasing setting up her Chilipad. 

The Results

The numbers speak for themselves:

• 3x higher ROAS (return on ad spend) on whitelisted influencer ads compared to branded ads
• Triple CTR (click-through rate) on creator-led videos versus branded videos
• Improved CPC (cost-per-click) due to engaging, video-centric creative

Whitelisting is now a main goal for Chilipad’s paid campaigns; both paid media and influencer strategies now walk hand in hand. 

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The key to success? Scale when you see wins, and revisit those influencers for more usage and additional content.

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As the Chilipad team says, “We can’t have good creative without influencer and user generated content. And without good creative, we can’t run our paid media strategy.”

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Want results like Chilipad? Let’s build your own influencer whitelisting engine.

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