Abraham Covo
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$570 in free gifts. Not one word in their ads.

I audited Silk & Snow's live Meta ads against Endy and Douglas and wrote the 90 day plan I would pitch to them.

Brand
Silk & Snow (independent proposal)
Role
Research, strategy, creative
Date
October 2026
Sources
Meta Ad Library, brand sites, press

Challenge

Silk & Snow is a Toronto brand, founded in 2017, that grew online to about $10M in revenue by 2020 and was bought by Sleep Country in 2023. Its site offers a 365 night trial and up to $570 in free gifts with a mattress. Its ads mention neither.

  • The most seen ads announce new showrooms. Mattress ads sell features, and the only offer is free shipping.
  • No reviews, customer counts or awards. Several ads have run unchanged since August 2025.
  • Competitors lead with proof: Endy with "1+ million Canadians", Douglas with an award and creator partnerships.
Silk & SnowEndyDouglas
Lead messageNew showrooms, features"Loved by 1+ million Canadians"Free bedding bundle
Offer in the adFree shipping15 year warrantyFree bundle, from $599
ProofNoneCustomer countAward, creator ads

Meta Ad Library, Canada, active ads by impressions, reviewed 15 October 2026.

Independent project, not commissioned. All research is public and listed under Sources. Budgets are my planning assumptions.

Strategy

  1. Put the offer in the ad. Lead with the free gifts and the 365 night trial. Lower risk is the strongest reason to buy a mattress online.
  2. Add proof. Use reviews and partnership ads with home creators, as competitors already do.
  3. Sell the second purchase. Retarget every mattress buyer with frames and bedding, using the existing 20% off offer.

90 day plan

WeeksFocusSuccess measureBudget
1 to 4Test three angles: gifts, trial, featuresLowest cost per purchase$12,000
5 to 8Scale the winner with reviews and creatorsCost per purchase holds as spend grows$12,000
9 to 12Retarget buyers with frames and beddingSecond purchases within 60 days$6,000

Guardrail: return rate within the trial. An ad that sells more but brings more returns is not a win.

Creative

Five pieces across the funnel. Each format has one job: stop the scroll, explain the product, help people choose, remove the risk, and sell the next piece. The look follows the brand's own: warm neutrals, natural light, plain spoken copy.

OfferProspecting · Feed 4:5Leads with the bundle their ads leave out. The photo shows it, the copy names it.
ChooseConsideration · Carousel 1:1Turns three similar products into an easy decision, using the brand's own cooling scores.
ExplainConsideration · Story 9:16Shows the materials instead of claiming them. "Better Materials" is their line, so prove it.
ReassureRetargeting · Feed 4:5For people who visited and left. Removes the risk of buying a mattress they haven't tried.
ExpandPast buyers · Shoppable 1:1Sent after delivery. Tags the pieces that finish the room and applies the offer they already run.

Concept work for this proposal. These ads have not run, and I have no affiliation with Silk & Snow.

Sources