Bearaby makes hand-knit weighted blankets in natural fibers, bridging anxiety-relief science with high-design home aesthetics since 2018.
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See all ads on AdLibrary →Bearaby is a New York-based sleep and wellness brand founded in 2018 by Kathrin Hamm. It invented the chunky hand-knit weighted blanket — the Tree Napper — made from natural cotton and Tencel, positioning the product at the intersection of anxiety relief and interior décor rather than as a clinical therapeutic tool.
Bearaby's advertising bridges two purchase motivations: wellness (anxiety relief, better sleep) and home aesthetics (it looks beautiful draped on a couch). Their Facebook and Instagram ads use lifestyle imagery showing the blanket as a design object first, then layer in copy about deep-pressure stimulation and sleep science. This dual-angle approach widens the addressable audience beyond strictly wellness-focused buyers.
On Meta, Bearaby runs a consistent always-on program with heavier spend in Q4 (gift season) and January (New Year wellness intent). Video ads show the satisfying tactile quality of the knit; static ads use white-background product shots alongside bedroom lifestyle settings. UGC reposts from customers showing the blanket in their homes provide high-converting social proof.
Copy themes: anxiety and stress relief ('calm your nervous system'), sleep improvement, sustainable materials ('organic cotton, no fillers'), and giftability ('the gift everyone actually wants'). The product name — Tree Napper, Cotton Napper — is a creative asset that generates curiosity-based clicks.
Bearaby redefined a therapeutic product category by leading with design instead of clinical language. The lesson: if your product has a demonstrable wellness benefit but looks generic, redesigning around aesthetics can unlock a much larger, higher-income audience who would never shop in a medical supply context.
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