AEYLA
from £30k to £160k in 90 days
the brand
Aeyla is a UK premium pillow brand built around cooling memory foam and adjustable fill. the hero products are the Foamo Pillow and the Dual Pillow, sold to a UK sleep-focused buyer who cares about calm, not hype. everything in the brand world is quiet: soft lighting, neutral tones, British accent, "cloud-like comfort."
the numbers
£30k → £160k monthly paid spend · -31% CAC · British AI video at scale
the challenge
the product was right and the positioning was right. but the creative engine was stuck shipping one or two concepts a month, and every winner was burning out inside three weeks. to scale past £30k in monthly spend, Aeyla needed ten times the creative volume without losing the calm, premium voice that made the brand work.
what we did
creative voice at scale.
we built an AI video pipeline tuned specifically to Aeyla's voice. British accent only. calm pacing, neutral tones, soft lighting, natural imperfections. one hero concept turned into fifty tested variations inside a week, and every variant held the "cloud-like comfort" feel intact.
what didn't work first:
american AI voices with a british accent layered on. the uncanny-valley gave it away in the first three seconds and killed three weeks of testing. we rebuilt the pipeline on british-native voice models before anything moved.
angle testing.
we ran structured tests across the three biggest hero angles: cooling technology, neck and shoulder pain relief, hotel-quality sleep. the data told us which hook landed with which buyer segment, and we scaled the winners.
retention to catch the LTV.
we layered in a post-purchase flow that nudged Foamo Pillow buyers toward the Dual Pillow. the thing nobody expected: side sleepers converted to Dual at 3x the rate of back sleepers. we built a segmentation rule around sleeping position from the checkout survey and ran separate creative for each. the referral mechanic sat on top, tuned to the calm-wellness buyer who responds to quiet word-of-mouth over loud discounts.
the result
within 90 days, Aeyla scaled monthly paid spend 5.3x while CAC fell 31%. the brand voice stayed calm and premium at every step. the Dual Pillow attach rate climbed from 8% to 19% off the post-purchase flow alone, and the repeat purchase rate rose 42%.