Ozlo had strong momentum from a YouTube-driven awareness push, but Meta wasn’t converting as efficiently. Square-only creatives struggled in Stories and Reels. Dynamic campaign setups reset social proof with every new post. Advantage+ budgets diverted spend away from fresh tests too quickly. And with inconsistent naming conventions, it was difficult to diagnose what was actually working across creative sprints and placements.
We introduced a phased, structured approach to move from initial traffic testing to purchase-ready scaling. Phase 1 focused on message testing, Phase 2 gathered engagement signals to validate creative angles, Phase 3 verified intent through CTR and CVR, and Phase 4 scaled winning combinations. Creative arcs were centered around a key insight from backer surveys: over half of early buyers cited a snoring partner as their primary reason for purchasing. That shaped the tone of the entire funnel—including the viral “Proposal” video that sparked mass engagement. While the Ozlo team already had a dashboard in place to track MER, AIR, and CPA daily, our naming system and creative testing methodology gave their data structure and meaning.
With awareness already in motion, Meta’s role was to drive recall, build trust, and convert interest. A phased testing approach paired with creative rooted in real customer pain points helped Ozlo turn attention into action. Nearly 30,000 backers joined through Indiegogo, and those same systems supported continued growth on Shopify and Amazon.
By aligning platform strategy with actual buyer psychology—and ensuring each phase of the funnel served a specific purpose—Ozlo was able to scale efficiently without creative burnout or budget guesswork. From launch to DTC success, the system was designed to move with momentum.
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(2015-2025)
