The modern woman is tired of ads.

Lunya

Lunya is a luxury sleepwear brand known for its elevated, minimalist designs crafted from high-quality fabrics like washable silk, aimed at making women feel confidently comfortable at home.

Mission

Lunya sought to attract affluent women ages 25 - 65 who lived in major cities across the United States, while also increasing their return on investment in social media advertising.

Props approach

Props partnered with entrepreneur Karina Trofimova to authentically connect with Lunya’s core audience through a feature story that resonated with modern, confident women, followed by a targeted video ad campaign leveraging her personal endorsement. This storytelling-to-conversion strategy deepened emotional engagement and guided users seamlessly from inspiration to purchase, reinforcing Lunya’s brand values while driving measurable results.

To authentically connect with Lunya’s core audience—confident, modern women who value both comfort and self-expression—Props partnered with Karina Trofimova, an entrepreneur and founder of both a marketing agency and fashion brand. Her lifestyle and voice reflected the same empowered, elevated energy that defines the Lunya brand.

Karina’s feature, “Living Life Unapologetically,” was published on Lunya’s website and quickly became a point of resonance for women seeking balance, confidence, and authenticity. Her story served as both inspiration and validation, positioning Karina as a relatable role model and Lunya as a brand that celebrates real stories.

Props then retargeted readers of Karina’s story with a branded video ad, featuring her personal endorsement of Lunya’s products. This strategy engaged an already emotionally invested audience and built on their interest to move them further down the funnel.

The video directed users to Lunya’s conversion page, creating a frictionless path from inspiration to action. By uniting editorial storytelling with performance-driven media, Props reinforced brand values at every step—and drove results where it mattered most.

results

What we accomplished

By combining authentic storytelling, precision targeting, and a frictionless path to purchase, the Props campaign surpassed Lunya’s return on ad spend (ROAS) benchmark by 20%. This success underscores how Props’ method fuses creator influence with performance strategy to deliver premium outcomes for luxury brands.