From $0 to $3 million in twelve months 💥 That's the success story that won a Dr
By Destaney Wishon · May 5, 2026 · Curated by George's Blog
From $0 to $3 million in twelve months 💥
That's the success story that won a Drum Award for BTR Media
We often get asked what the recipe for a perfect brand launch is, well this is it ⬇️
Phase 1: Build the foundation (first 60 days)
🔶 Prioritize retail readiness and good creative before a campaign is ever launched
🔶 Lean into Sponsored Brands and Sponsored Brands video early on to drive awareness into a loyal category
🔶 Make data based decisions early on. Don't try and predict what will resonate most with your customers thus shrinking your audience. We went wide and moved quickly on terms that were resonating with our customers.
🔶 Prioritize awareness and new customer acquisition early.
Phase 2: Maximize Prime Day opportunity 💎
🔶 Prioritize marketshare opportunities through strategic top of search campaigns that allowed major BSR improvements.
🔶 Leaned heavy on SNS focus which drove a 1,000% increase in subscribers for our brand
🔶 Took advantage of deal seekers to win marketshare in a brand loyal category.
Phase 3: Make it scaleable 🚀
🔶 Introduced AMC across all products across the shoppers journey (NTB, HLP, Clicked or ATC, Remarketing to those who have purchased)
🔶 Introduced loyalty efforts to improve repeat purchases. (It's always cheaper to retain current customers than acquire new ones)
🔶 Zeroed in on profitability!! Our targeting AMC campaigns drove advertising CVR to 36%!! This is insane!!! When over a 1/3 of your customers are converting, your TACoS and ACoS will improve wonders!!
BONUS: What's the number one key to a successful brand launch? 🗝️
Have incredible people.
(AI will never replace that)
The Simmons team is absolutely exceptional, a big thank you to Michael Clark and Timothy Klinedinst for being so wonderful to work with.
And a huge congratulations to Zach Bican for leading all of the wonderful work on this account!! You are beyond deserving of this award.
Also, big shoutout to the The Drum Awards and all of the judges for the work that went into producing an incredible show.