How Brooklinen Used Newspaper Quotes to Sell Luxury Sheets
Discover how Brooklinen used the "Authority Halo" effect by placing press quotes on their Facebook ads to build trust and sell expensive bedding.
Introduction
Buying high-quality bed sheets used to mean going to a fancy department store and spending way too much money. Brooklinen started a company to sell luxury, hotel-quality sheets directly to people online for a fair price.
The Challenge
People like to feel sheets before they buy them. Because Brooklinen was an online-only store, customers were scared to spend $150 on sheets they couldn't touch. Brooklinen had to build massive trust, very quickly.
The Ad Strategy
Brooklinen used the "Authority Halo" ad format. Instead of just writing their own ad copy saying "Our sheets are soft," they let famous magazines do the talking. They took beautiful pictures of a messy, cozy bed and put massive quotes over the image from places like The New York Times and GQ. One famous ad just said, "The internet's favorite sheets."
The Results
When customers saw that famous, trusted newspapers loved the product, all their fears disappeared. Using authority quotes helped Brooklinen become one of the fastest-growing home goods brands in the world.
The Key Takeaway for Your Store
If a magazine, a blog, or an expert has said something nice about your product, use their quote in your image! Borrowing their trust is the fastest way to get new customers.
Reference: Meta Business Success Stories - Brooklinen
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