Case Study: Emma Sleep boosts ROAS and CVR with Smartly.io Generative AI

Emma Sleep's New Era of Creative with Generative AI

Emma Sleep, the leading D2C sleep brand, struggled to scale advertising creatives because an embedded orange circle in the background of its product images made it difficult to use templates for DPA campaigns. Manually removing backgrounds across the catalog was time-consuming and resource-intensive, limiting the team’s ability to launch and scale creative efficiently. Smartly.io helped address this challenge with its advertising technology and Generative AI Assist.

Using Smartly.io’s Generative AI Assist for Background Removal and Creative Templates, Emma Sleep removed the orange circle background across more than 1,000 products and created a new, scalable catalog-driven creative workflow. The results were strong: ROAS increased by 125%, CVR rose by 246%, and CPA decreased by 42%, while DPA adoption across markets grew by 50%.

Emma Sleep

Linh Phan

Senior Performance Marketing Manager