How Castlery sells sofas on scroll

What the published story shows#

Castlery is a direct-to-consumer furniture brand whose published Meta story describes growth through video-led prospecting and catalogue follow-up. Directionally, the lesson is that consideration compresses when proof arrives early: materials, scale, styling and delivery answers inside the ad, not three clicks deep. Find the original via Meta own business success stories.

Read it as method: your ticket values and lead times differ, so copy the proof order and test the economics. The hub frames the family, and our ecommerce playbook holds the funnel maths.

Video proof for considered buys#

Furniture doubt is physical: will it fit, feel right, survive the cat. Answer with creator and customer-shot video showing scale against real rooms, fabric close up, and assembly honesty. Fifteen seconds, one doubt killed per cut. Hooks time the opening, UGC versus studio weighs the production choice.

Test three openings per concept before grading: the doubt you lead with decides who watches. Meta own diversification research backs concept breadth over polish.

Keep the image control running beside every video challenger: stills of styled rooms test cheaply and often hold their own on thumb-stop. Promote only the video cuts that beat the still on outbound clicks, because motion costs attention before it earns it.

Carousel as the range story#

Carousel carries the consideration arc: hero piece, detail proof, styling options, delivery promise, action. Order cards as a story, not a shelf, with per-card deep links to the exact product shown. Our carousel guide sequences the swipe.

Five cards is the practical maximum before tail cards starve; retire unseen panels ruthlessly and promote winners into catalogue sets. Product sets carry the range logic into retargeting.

Catalogue retargeting with manners#

Follow browsers with the exact pieces they viewed plus honest availability, capped frequency, and creative that answers the top objection rather than repeating the hero. Catalogue prospecting with broad audiences finds the next cohort while retargeting closes the warm one. Catalogue retargeting sets frequency manners.

Exclude recent buyers from prospecting sets and recent viewers from urgency creative; stalking converts nobody twice. Exclusions keep the audiences clean.

Refresh retargeting creative monthly even when CPA looks healthy, because the same warm pool sees the same panels until fatigue quietly taxes every click. Fatigue signals show when warm panels tire.

Signal for long consideration#

Furniture consideration outlasts cookie windows, so CAPI with ViewContent, AddToCart and Purchase plus longer attribution windows keep late conversions credited. Verify events before spend and reconcile platform counts against site analytics weekly. CAPI setup builds the pipe, attribution windows match the buying cycle.

Judge prospecting on thumb-stop and new-customer revenue, retargeting on CPA: each stage answers a different question. Modelled conversions fill the gaps cookies leave.

Log lead time per category alongside spend: sofas and case goods convert on different clocks, and blended windows misjudge both. Category-level reads keep budgets matched to how buyers actually decide.

Copy this structure this week#

Three video concepts killing one doubt each, a five-card range story per hero category, catalogue retargeting with capped frequency, CAPI verified, windows matched to your lead time. That is the Castlery frame for any considered DTC range.

Build proof per the video guide, sequence per carousel rules, and ask our team for a considered-purchase audit when CPA hides the real story.

Frequently asked questions#