Creative Testing ft. Kids' Beds

When we started creative testing performance marketing ads for Nestig's kids' beds, the clear winner on CTRs, ROAS and CVR was messaging that focused on these kids' beds were an "upgrade" on regular kids' beds.

This wordplay worked on multiple levels, since the beds were more thoughtfully designed than the average kids' bed, and because it was convertible, it literally moved "up" from a Montessori-inspired floor bed to a traditional twin bed on legs. So, we wrote, rewrote and played with this one key USP in multiple ways on copy to avoid audience fatigue without losing a historically top-performing feature.