Sign in with Google Premium bedding brand Boll & Branch has built a reputation for elevated home comforts and ethically sourced materials, a positioning that resonates with shoppers seeking both quality and sustainability. Yet even with strong products and a clear brand promise, breaking through during the peak holiday shopping season required more than brand equity alone.
Shoppers approach bedding in different ways. Some are driven by necessity, replacing worn-out sheets, while others are motivated by aspiration, looking to elevate their homes with luxury. Add in the fact that many still want to see and feel fabrics in person, and the path to purchase becomes even more complex.
To cut through, Boll & Branch needed a way to meet both mindsets — practical and aspirational — at scale. With a laser focus on profitability for every order and every new customer, the brand turned to the reach and scale of AI to tell its story, spark demand, and drive purchases.
Bundling for long-term success
In pursuit of this goal, Boll & Branch leaned into AI-powered marketing. Rather than a one-size-fits-all approach, the team built product bundles to match intent, ready to serve the right offer whether a shopper was looking for new sheets or an entire bed refresh.
Sales doubled year over year, while new customers on Google platforms surged 130%.
With bundles tailored to intent, the next step was amplifying reach and efficiency. Performance Max extended the impact by activating ads across Google and YouTube’s inventory, reaching shoppers wherever they were browsing and showcasing multiple product categories within a single campaign. The approach introduced new customers to the brand’s premium positioning while lifting average order value, a critical driver for first-order profitability and a foundation for continued growth.
Comfort that converts more customers
The holiday season proved to be the perfect test. During Cyber Week, sales doubled year over year, while new customers on Google platforms surged 130%. For a large share of buyers, it was their first experience with Boll & Branch’s premium bedding.
The payoff: Data proves that the brand’s strategy achieved exactly what it set out to do — drive reach, first-time purchases, and profitable growth.
5 lessons from Boll & Branch’s profitable holiday playbook
- Treat profitability as a strategy, not just an outcome. Boll & Branch designed campaigns to deliver margin-positive growth from the very first order, setting a foundation for sustainable scale with AI.
- Reimagine the product offering. Bundles shifted the mindset from replacing sheets to refreshing the whole bed, boosting order value while introducing shoppers to more of the brand’s range.
- Speak to all sides of shopper intent. The campaign addressed everyday needs with practical solutions while also inspiring indulgence through aspirational storytelling.
- Let AI help sharpen performance. Using Performance Max, Boll & Branch adjusted bids, budgets, and creative in real time, staying ahead of shifting shopper signals.
- Build adaptability into the plan. Shopper behavior shifts quickly, especially in peak season. By flexing campaigns and embracing a test-and-learn mindset, the brand kept momentum going through the holidays and beyond.
Together, these lessons helped Boll & Branch turn holiday challenges into measurable wins. Looking ahead, its playbook makes clear what it takes to thrive: ground your strategy in profitability, let AI scale and adapt in real time, and design campaigns that meet immediate needs while sparking aspiration.
