The Creator-First Strategy That Helped Matt Sleeps Outperform Their BAU Ads by 27.6%

Matt Sleeps tapped into The Cirqle’s creator engine to refresh their media mix with authentic high-performing content that unlocked scalable growth and delivered a 27.6 percent uplift in RoAS over their BAU ads.

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Reimagining rest with award-winning design

Matt Sleeps is a leading direct-to-consumer mattress brand in the Netherlands, known for its award-winning products and sleek design. With a strong focus on customer satisfaction, sustainability, and design, Matt Sleeps has built a loyal following and continues to grow rapidly.

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Lifestyle E-Commerce

Industry

The Netherlands

Target Market

Looking to elevate its paid performance and creator strategy, Matt Sleeps turned to The Cirqle to execute a high-impact, data-driven creator campaign in The Netherlands.

From Strong Foundations to Scalable Performance

Matt Sleeps had already built a solid digital marketing engine and was experiencing steady growth. But the team saw a clear opportunity to take performance to the next level by integrating more authentic, trust-driven content into their media strategy.

With The Cirqle, Matt Sleeps focused on deepening emotional connection through creator channels, refreshing their creative mix with more variety and relevance, and scaling partnerships in a cost-efficient, performance-oriented way. By blending organic storytelling with paid amplification, they unlocked higher engagement and stronger conversion while keeping the creator’s voice at the heart of the campaign.

+27.6%

RoAS Uplift

20+

Creators

40+

Assets

Our step-by-step journey together

Sourcing

Messaging

Paid Ads

Optimisation

High-Impact Growth, Driven by Creators

Matt Sleeps joined forces with The Cirqle to launch a creator-led performance engine built not just for reach, but for results. From pinpointing the right creators to deploying content across paid channels, every step was powered by data and designed for scale.

This was performance marketing redefined: tech-enabled, results-driven, and creator-first at every stage.

🇳🇱 The Netherlands

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The Cirqle turned influencer marketing into a high-performance acquisition channel for us. We cut CAC by over 30%, scaled content production 5x, and hit one of our highest-ever ROAS, all while automating the parts of the process that used to slow us down. It’s not a platform, it’s an Operating System for Creator Marketing.

Maikel Purvis
Head of Digital Marketing, Matt Sleeps

The Cirqle Performance Engine in Action

Matt Sleeps built a scalable, creator-first performance system with The Cirqle. By activating the right talent, streamlining content production, and tapping into high-intent audiences, the team unlocked measurable impact across the funnel. In-platform tools, AI-backed selection, and automated targeting made execution faster, smarter, and more cost-effective.

20+

Creators

Nano and micro creators selected for authenticity, engagement, and efficiency — no overpaying, no guesswork.

40+

Assets

Performance-built Reels and Carousels designed for native engagement and tested across paid channels.

€2,000

Saved

In-platform rate negotiation cut costs and boosted budget efficiency — no back-and-forth, just better ROI.

40+

Creator-Based Audiences

The Cirqle activated high-intent, lookalike segments built from creator audience data — boosting precision, scale, and conversion in Meta.

A Scalable Performance Framework

Matt Sleeps applied The Cirqle’s 20:40:40 rule to turn high-performing content into a repeatable growth engine. The result: a streamlined system that delivered consistent results while keeping creative and media costs under control.

Creator Activation

20+ trusted nano and micro creators selected for strong engagement and brand alignment — built for authenticity at scale.

Content Production

40+ performance-optimized assets produced across Reels and Carousels — ready for native use and paid activation.

Audience Expansion

40+ custom lookalike audiences generated from creator data and deployed directly into Meta Ads Manager — precision-built for conversions.

Key Takeaways: Why This Campaign Scaled

High-Volume Creators, Lower Costs

Matt Sleeps unlocked scale by activating more nano and micro creators at leaner rates. This approach delivered a steady stream of content, more creative angles for testing, and wider audience coverage — all without overspending. Content velocity became a performance advantage.

Trust Over Demographics

Performance wasn’t driven by reach alone — it came from resonance. Each creator was matched to an audience that trusted them, ensuring that product recommendations felt relevant and personal. That trust translated directly into higher engagement and stronger conversion intent.

Performance-Driven Creator Selection

Using The Cirqle’s proprietary RoAS data, Matt Sleeps only partnered with creators who had a history of converting in similar categories. This data-backed approach minimized risk, eliminated guesswork, and drove consistent, compounding returns.