Eight Sleep × AYMI

Eight Sleep had a category-defining product and a maturing performance program that was hitting diminishing returns — the typical DTC ceiling. Each channel was being optimized in isolation: paid social by the media team, lifecycle by CRM, creative by the studio. The seams were where the spend was leaking.

The brief was less about more spend and more about removing the seams — running creative, channel, and offer as one optimization surface tied to LTV, not CPA.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Cross-channel attribution rebuilt with incrementality testing. Identified two cohorts (high-intent insomniacs · athlete-performance buyers) doing most of the LTV work.

2. Step 02Strategy

   Unified planning surface: creative, channel, offer in one weekly review. Offer architecture re-laddered — trial, financing, accessory bundle — to match cohort intent.

3. Step 03Creative

   Editorial product photography rebuilt (Aesop / Apple register). Long-form proof video matched to athlete-cohort, sleep-narrative shorts matched to insomniac-cohort.

4. Step 04Launch

   Coordinated rollout — paid social, paid search, programmatic, lifecycle — all running off the same creative system and offer ladder.

5. Step 05Optimize

   Weekly incrementality-led reviews. Offer architecture iterated three times in twelve months as cohort behavior shifted.

Direct sales compounded over the engagement while paid acquisition got cheaper, as the system found higher-intent cohorts instead of buying broader reach. Conversion improved at every stage of the funnel. Email became a real revenue channel once the offer ladder and creative system were unified, and order values rose as bundles matched cohort intent.

What changed structurally: Eight Sleep now plans creative, channel, and offer as one motion, not three.