Covelle · furniture (our brand)
Brand, ads, presell: every layer named.
We built the brand position, the ads, a video and a presell page that names each material layer.
- ~200Competitor ads checked in the Meta Ad Library, Jul 28. Verifiable material disclosure was unclaimed.
- 5Material layers named in writing on the presell page.
- Client type
- Our own brand
- What we built
- Brand position, ads, video, a presell page
- Channels
- Meta feed, Pinterest and Reels formats; paid landing page
- When
- May to Oct 2026
Step 1 of 3 · Brand
Start from the question the buyer asks.
Shoppers of a premium sofa ask what is inside it, and whether it is safe for their family. Almost no brand answers that in writing.
So the position is disclosure. Every layer is named, and the comparison is about materials, not lead time, trial or price.
The wording had to survive Google and FTC review. We kept a claims register of approved, banned and cautioned words. Copy moved from absolutes to named materials and certificates.
- The wedge
- Exposure. The buyer's question is what is in the sofa. The proof is every layer named in writing.
- The axis
- Materials, layer by layer.
- Market gap
- About 200 active competitor ads checked on Jul 28. Verifiable disclosure was unclaimed.
- Support layer
- 100% bio-based and petroleum-free. Not a polyurethane.
- Wool barrier
- No chemical flame retardants added.
- Claims register
- Approved, banned and cautioned wording.
Step 2 of 3 · Ads
Build the ads around the wedge.
The concepts cover a layer teardown, a proof kit with swatches and lab results, the Austin brand story, comfort proof, and the moment the old sofa leaves.
One 30-second video in 9:16 is built as well. The people in it are AI-generated.
The concepts come in 2:3 Pinterest and 4:5 Meta feed formats.
Step 3 of 3 · Presell page
Send the click to a page that names each layer.
The presell page opens with one idea: every material named in writing. It lists each layer, then points to the shop or to a free swatch kit.
It is built for paid traffic and is not indexed by search engines.
Open the page
Result
Built and checked.
The brand position, the ads and the page are built. The market was checked against about 200 active competitor ads on Jul 28.
We also built and fixed the plumbing around it: the swatch flow, the email drip that follows a swatch request, and the tracking. Audits found and fixed tracking and form defects.
- Built
- A brand position, ads, a video and a presell page.
- Market check
- About 200 active competitor ads, Jul 28.