PJ Salvage is a fashion brand that knows comfort should never mean compromising on style. Specialising in sleepwear and loungewear, they craft premium, cosy pieces for women across the U.S. who want to look effortlessly chic, even when binge-watching their favourite shows.

When Webtopia took over their Facebook Ads account in March 2024, the existing strategy was heavily focused on bottom-of-funnel tactics, limiting scalability and growth. Our mission? Shift gears, expand reach, and bring in fresh new customers with a balanced, full-funnel strategy. The result? Scalable, sustainable growth and a brand that’s now thriving beyond its niche.

Services provided: Facebook Ads and Google Ads management.

To get PJ Salvage out of its comfort zone (metaphorically, of course- their loungewear stays ultra-comfy), we implemented a full-funnel strategy, ensuring balanced distribution across top, middle and bottom-of-funnel efforts. Our key tactics included:

Expanding Campaign Structure:

• We moved beyond a bottom-heavy strategy and ensured ads were hitting audiences at all stages of the customer journey.

Audience Testing & Optimisation:

• We introduced fresh prospecting audiences and fine-tuned retargeting segments for maximum conversions.

Creative Diversification:

• We experimented with a mix of ad formats, messaging angles and visual styles to drive engagement and sales.

Budget Reallocation:

• We strategically distributed spend across different funnel stages to ensure sustainable, profitable growth.

Specific tactics included:

• Ad Formats & Creative Adjustments: We ran a mix of Dynamic Product Ads (DPA), Collection Ads, Carousel Ads, and Static Image Ads.

• Seasonal & Promotional Creatives: Timed campaigns around major shopping moments like BFCM and holiday sales to maximise returns.

• Audience Targeting Innovations: Expanded high-value lookalike audiences, leveraged broad targeting, and strengthened retargeting with Dynamic Ads for Broad Audiences (DABA).

• Meta Advantage+ Campaigns: Used AI-driven automation to refine delivery and boost conversions.

• Cross-Platform Synergy: Ensured Facebook and Google Ads worked together to amplify impact and attribution.

We don’t do cookie-cutter strategies. Instead, we kept things fresh, dynamic, and fuelled by data-driven creativity.

Key Innovations:

• Quarterly creative reviews: Our team conducted in-depth creative analysis to identify winning concepts, refine ad production, and ensure an evolving creative strategy.

• Strategic creative briefing process: Every ad was crafted with purpose, aligning messaging, visuals, and audience insights.

• Personalised creative approaches: We spoke directly to specific audience segments, making each ad feel more relevant (and irresistible).

• Innovative ad formats: We continually tested new formats to maintain engagement and maximise impact.

Our approach was guided by data-driven insights, including:

• Historical conversion data: Informed where we allocated budget and how we structured audiences.

• Customer behaviour patterns: Used performance data to refine messaging and retargeting strategies.

• Market trends: Allowed us to capitalise on peak shopping periods and buying habits.

Let’s talk numbers, because the results speak for themselves:

• 53% increase in Gross Sales

• 49% increase in Net Sales

• 67% increase in New Customers

• 163% increase in Facebook Ad Spend – Successfully scaled while optimising performance.

• 125% increase in Impressions with only a 16% rise in CPM – Demonstrating improved reach and efficiency.

• 101% increase in Traffic (Link Clicks) & 105% increase in Landing Page Views – Improved audience targeting and ad relevance.

Client Reaction & Next Steps:

• PJ Salvage signed a 12-month contract with Webtopia, reinforcing confidence in our ability to drive sustained growth.

• Future plans include further scaling, advanced creative testing, deeper audience segmentation and omnichannel integration to align paid and organic strategies for even more growth.

The brand is on track for $10 million in sales this year, proving that comfy PJs and smart marketing make a dream team.

By giving PJ Salvage’s ads the glow-up they deserved,  Webtopia successfully expanded the brand’s reach and drove substantial revenue growth. The combination of creative testing, data-backed decisions and platform expertise turned this brand into a case study worth celebrating. And the best part? We’re only getting started!