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Marine Layer

Sponsored · Exhibit 01 · Merino Menu Card

Wool that never itches. Yes, really. Read the card, then feel the knit.

Our Coastal Merino is spun from 100% extrafine merino fibers and specially washed for impossible softness. Never itchy, no break-in period, just a fabric that feels luxurious from the first wear, whatever the weather does.

Meet the Coastal Merino Crewneck Sweater.

Never itchy. Soft from the first wear.

Coastal Merino Crewneck Sweater

  • 100% extrafine merino wool
  • Specially washed for softness
  • Never itchy
  • No break-in period
Coastal Merino Crewneck Sweater

MARINELAYER.COM

Coastal Merino Crewneck

Shop Coastal Merino
Format
Menu-card split, product photo
Persona
Cold-weather shopper who skips wool because it itches
Reason to buy
Never-itchy merino
Funnel stage
Middle of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. Answers the biggest wool objection, the itch, in the brand's own words.

Tests. Does the itch objection convert better than a price message for cold audiences?

Marine Layer

Sponsored · Exhibit 02 · First Order Beanie

New here? Start with 15% off and a warm head.

The Coastal Merino Pom Beanie is $58, and your first order takes 15% off. Free shipping on orders over $75 if you add a scarf or a sweater to the bag, so the beanie does not have to travel alone.

Warm head. Soft knit. Good first order.

Claim to confirm with brand: Confirm 15% applies to this item

Coastal Merino Pom Beanie
New Here? Take 15% Off

New here? Take 15% off.

Free shipping on orders over $75

MARINELAYER.COM

New here? Take 15% Off

Shop the Beanie
Format
Offer on product photo
Persona
First-time visitor eyeing a winter accessory
Reason to buy
New here: 15% off
Funnel stage
Bottom of funnel
Product
Coastal Merino Pom Beanie
Lands on
Landing page

Why it should work. A first-order offer plus the shipping threshold lowers the risk of a first purchase.

Tests. Does a welcome offer close first-time visitors better than a free shipping message?

Marine Layer

Sponsored · Exhibit 03 · Cardigan Three Ways

One cardigan, three looks, zero itch. Start with the knit.

The Coastal Merino Crewneck Cardigan comes from impossibly soft knits, inspired by the coast. If it is not right, free returns run for 365 days, so you can try it at home first and decide in your own mirror.

Try the cardigan. Keep it or send it back.

Coastal Merino

Coastal Merino

Crewneck Cardigan

Crewneck Cardigan

Impossibly soft knits

Impossibly soft knits

One cardigan, three looks.

Free Returns for 365 Days

MARINELAYER.COM

Crewneck Cardigan, Coastal Merino

Shop the Cardigan
Format
Three-photo collage
Persona
Layering fan who wants one soft cardigan for many outfits
Reason to buy
Free returns, 365 days
Funnel stage
Middle of funnel
Product
Coastal Merino Crewneck Cardigan
Lands on
Landing page

Why it should work. Three views of one product show versatility while the returns policy removes fit doubt.

Tests. Do multi-photo collages beat single hero shots for the cardigan?

Marine Layer

Sponsored · Exhibit 04 · Flannel Anatomy

Our double-brushed flannel is back for another winter.

100% organic cotton, brushed for that extra level of softness, so the Tahoe Flannel Shirt has a smooth, lived-in feel right from the first wear. Still the softest and most comfortable flannel you have ever felt.

Pull on the Tahoe Flannel Shirt.

Claim to confirm with brand: Softest-flannel claim: confirm with brand

Tahoe Flannel Shirt
Flannel, double-brushed, back for winter.
  1. 1100% organic cotton
  2. 2Double-brushed
  3. 3Smooth, lived-in feel
  4. 4Back for another winter

MARINELAYER.COM

Tahoe Flannel Shirt

Shop the Flannel
Format
Product photo, ingredient chips
Persona
Weekend wearer who wants flannel without a stiff first month
Reason to buy
Double-brushed flannel
Funnel stage
Middle of funnel
Product
Tahoe Flannel Shirt
Lands on
Landing page

Why it should work. Material chips make the softness claim concrete before the customer touches the fabric.

Tests. Do fabric facts outperform a lifestyle hook for the flannel?

Marine Layer

Sponsored · Exhibit 05 · Free Shipping Hero

Free shipping starts at $75. Plan the bag around it.

Add the Coastal Merino Crewneck Sweater to the bag and shipping is on us once your order tops $75. Standard USPS delivery runs 3-7 business days, so the knit can be on its way before the weekend plans form.

Fill the bag. We cover the shipping.

Coastal Merino Crewneck Sweater
Free shipping from $75.

$75

Free shipping on orders over $75

MARINELAYER.COM

Free Shipping on $75+

Fill Your Bag
Format
Product hero
Persona
Shopper one item short of free shipping
Reason to buy
Free shipping at $75+
Funnel stage
Bottom of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. A single clear number turns a cart into a reason to add one more piece.

Tests. Does a big shipping-threshold number lift add-to-cart on a hero shot?

Marine Layer

Sponsored · Exhibit 06 · B Corp Badge

What is a B Corp? We earned the certification in 2022.

We earned our certification in 2022, and it is kind of a big deal. Less than .5% percent of apparel brands meet their standards for accountability and transparency. Soft is the start, not the whole story.

We are serious about sustainability.

Claim to confirm with brand: Confirm B Corp wording with brand

Coastal Merino Crewneck Sweater
Certified in 2022

Less than .5% of apparel brands.

MARINELAYER.COM

What is a B Corp?

Learn More
Format
Full-bleed photo
Persona
Shopper who checks how clothes get made
Reason to buy
B Corp accountability
Funnel stage
Top of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. A rare-credential fact earns attention from values-driven cold audiences.

Tests. Does a certification hook beat a product hook at the top of the funnel?

Marine Layer

Sponsored · Native 01 · Sweater Wish List

Your notes app before buying a sweater.

Never itchy. No break-in period. Luxurious from the first wear. Our Coastal Merino Crewneck Sweater checks the list, and free returns for 365 days handle whatever doubt is left on the bottom line.

Cross it off the list.

Coastal Merino Crewneck Sweater

Notes

My sweater list, finally checked.

  • Never itchy
  • No break-in period
  • Luxurious from the first wear
  • Free returns for 365 days

MARINELAYER.COM

Sweater List, Checked

See the Sweater
Format
Notes app over product photo
Persona
Wool skeptic who keeps a list before buying
Reason to buy
Free returns, 365 days
Funnel stage
Top of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. A customer-voice list lets the product claims read like a shopper's own criteria.

Tests. Does a notes-app format outperform polished product shots for wool skeptics?

Marine Layer

Sponsored · Native 02 · Group Chat Sweater

The group chat noticed your new turtleneck.

Coastal Merino is spun from 100% extrafine merino fibers. Never itchy, no break-in period. The Coastal Merino Turtleneck Sweater is the answer you keep sending friends when they ask where it came from.

Send them the link.

Maya

Wait, is that sweater itchy at all?

Coastal Merino Turtleneck Sweater

Never itchy. Coastal Merino.

MARINELAYER.COM

Coastal Merino Turtleneck

Shop Turtlenecks
Format
Message thread with photo
Persona
Turtleneck lover whose friends keep asking where it is from
Reason to buy
Never-itchy merino
Funnel stage
Top of funnel
Product
Coastal Merino Turtleneck Sweater
Lands on
Landing page

Why it should work. A chat thread dramatizes the itch question and answers it in two lines.

Tests. Does a message-thread creative earn more saves than a studio photo?

Marine Layer

Sponsored · Native 03 · Crewneck Or Cardigan

Crewneck sweater or crewneck cardigan? Pick a side.

Both come from our Coastal Merino knits, impossibly soft and inspired by the coast. Cannot decide? Free returns for 365 days mean you can try one, and swap it if it is not the right fit for you.

Vote, then shop your winner.

Crewneck Sweater
Crewneck Cardigan

Crewneck or cardigan?

Crewneck SweaterCrewneck Cardigan

MARINELAYER.COM

Pick Your Coastal Merino

Shop Both
Format
Stories poll
Persona
Indecisive layerer comparing two merino styles
Reason to buy
Free returns, 365 days
Funnel stage
Middle of funnel
Product
Coastal Merino Crewneck Cardigan
Lands on
Landing page

Why it should work. A two-option poll invites a tap and sorts shoppers by style preference.

Tests. Which silhouette pulls more clicks, sweater or cardigan?

Marine Layer

Sponsored · Native 04 · Saturday Camera Roll

Saturday morning, camera roll: the beanie again.

Our Coastal Merino Beanie belongs to the knits we call impossibly soft and inspired by the coast. Free shipping on orders over $75 if you add it to a sweater, so the whole outfit arrives together.

Wear it. Photograph it. Repeat.

Coastal Merino Beanie
RecentsSaturday
morningEdit

Same beanie. Every Saturday photo.

MARINELAYER.COM

Coastal Merino Beanie

Shop Beanies
Format
Camera-roll share
Persona
Cold-morning walker who lives in a beanie
Reason to buy
Free shipping at $75+
Funnel stage
Top of funnel
Product
Coastal Merino Beanie
Lands on
Landing page

Why it should work. A camera-roll share feels like a friend's post and pairs the beanie with the shipping threshold.

Tests. Does a camera-roll look lower the scroll-past rate for accessories?

Marine Layer

Sponsored · Meme 01 · Drake Wool Test

Itchy sweater or Coastal Merino? Easy call.

Coastal Merino is spun from 100% extrafine merino fibers and specially washed for impossible softness. No break-in period, just a fabric that feels luxurious from the first wear. Drake already chose.

Choose the soft one.

Itchy or Coastal Merino?

Drake Hotline Bling meme about Marine Layer

Itchy sweater with a break-in period

Coastal Merino, soft from the first wear

Marine Layer

MARINELAYER.COM

Soft Wool, No Itch

Shop Coastal Merino
Format
Meme template, product swapped in
Persona
Meme-fluent shopper tired of scratchy knits
Reason to buy
Never-itchy merino
Funnel stage
Top of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. A familiar format makes the never-itchy claim easy to share.

Tests. Does the Drake format beat the notes format on the same merino claim?

Marine Layer

Sponsored · Meme 02 · Closet Distraction

Your closet, meet the new cardigan.

The Coastal Merino Crewneck Cardigan is made of impossibly soft knits, inspired by the coast. Your old scratchy sweater is on notice, and free returns for 365 days make the switch easy to try.

It is okay to look.

Your closet, tempted again.

Distracted Boyfriend meme about Marine Layer

Coastal Merino Crewneck Cardigan

Me with a full closet

My old scratchy sweater

Marine Layer

MARINELAYER.COM

New Coastal Merino Cardigan

Meet the Cardigan
Format
Meme template, product swapped in
Persona
Cardigan collector with a crowded closet
Reason to buy
Free returns, 365 days
Funnel stage
Middle of funnel
Product
Coastal Merino Crewneck Cardigan
Lands on
Landing page

Why it should work. Temptation humor fits a replace-the-old-one purchase.

Tests. Does a temptation meme drive more product clicks than a proof-led ad?

Marine Layer

Sponsored · Meme 03 · Two Buttons Knits

Quarter zip or turtleneck? Tough one.

Both are Coastal Merino, spun from 100% extrafine merino fibers. Never itchy, no break-in period. And if you pick wrong, free returns run for 365 days, so neither button is a bad press.

Press one. Swap later.

Quarter zip or turtleneck?

Two Buttons meme about Marine Layer

Coastal Merino Quarter Zip

Coastal Merino Turtleneck Sweater

Me, with free returns for 365 days

Marine Layer

MARINELAYER.COM

Quarter Zip Or Turtleneck

Pick Yours
Format
Meme template, product swapped in
Persona
Shopper torn between two merino styles
Reason to buy
Never-itchy merino
Funnel stage
Middle of funnel
Product
Coastal Merino Quarter Zip
Lands on
Landing page

Why it should work. The choice-paralysis format turns the returns policy into a reason to just pick.

Tests. Does a choice meme move middle-funnel shoppers toward one product?

Marine Layer

Sponsored · Meme 04 · Brain Levels Merino

Four levels of buying a sweater.

Level one is a sweater. Level four is extrafine merino wool, specially washed for impossible softness, from the Coastal Merino collection. Your brain, your call, but the fabric is the upgrade.

Ascend to Coastal Merino.

Galaxy brain sweater shopping.

Expanding Brain meme about Marine Layer

Buy a sweater

Buy a merino sweater

Buy extrafine merino wool

Buy it specially washed for softness

Marine Layer

MARINELAYER.COM

Level Up Your Sweater

Shop Coastal Merino
Format
Meme template, product swapped in
Persona
Shopper who researches fabric before buying
Reason to buy
Never-itchy merino
Funnel stage
Top of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. The escalating format teaches the fabric story in four beats.

Tests. Does an educational meme warm cold audiences better than a plain claim?

Marine Layer

Sponsored · Meme 05 · Free Shipping Debate

Hot take: free shipping beats a coupon.

Free shipping on orders over $75, plus free returns for 365 days. Pull on a Tahoe Flannel Shirt and tell us what is not worth it. The bag does the math, and the shipping line stays at zero.

Change our mind.

Free shipping over $75. Change my mind.

Change My Mind meme about Marine Layer

Free shipping on $75+ is a love language

Marine Layer

MARINELAYER.COM

Shipping Debate: Free Over $75

Start Shopping
Format
Meme template, product swapped in
Persona
Shopper who hates paying for shipping
Reason to buy
Free shipping at $75+
Funnel stage
Top of funnel
Product
Tahoe Flannel Shirt
Lands on
Landing page

Why it should work. A debate sign invites comments and sends the shipping offer to a broad audience.

Tests. Do comment-bait memes lower cost per click for the shipping offer?

Marine Layer

Sponsored · Meme 06 · Gru Flannel Plan

The plan: one flannel. The twist: a second one.

Our double-brushed flannel comes in 100% organic cotton, brushed for a smooth, lived-in feel right from the first wear. The Tahoe Flannel Shirt is back for another winter, and so is the temptation.

Plans change. Flannel stays.

One flannel. Then another one.

Gru's Plan meme about Marine Layer

Buy one Tahoe Flannel Shirt

Feel the double-brushed softness

Want another one

Want another one

Marine Layer

MARINELAYER.COM

Tahoe Flannel Plan

Shop Flannels
Format
Meme template, product swapped in
Persona
Flannel fan who always ends up with two
Reason to buy
Double-brushed flannel
Funnel stage
Middle of funnel
Product
Tahoe Flannel Shirt
Lands on
Landing page

Why it should work. The twist format turns repeat purchase into a joke the customer recognises.

Tests. Does a repeat-buy joke lift flannel interest versus the chips ad?

Marine Layer

Sponsored · Meme 07 · Buff Doge Merino

Soft wool has entered the chat.

Coastal Merino is spun from 100% extrafine merino fibers and washed for impossible softness. Never itchy. The Coastal Merino Sweater Polo shows up with no break-in period and no excuses to make.

Itch has left the building.

Never itchy wool, finally.

Buff Doge vs. Cheems meme about Marine Layer

Coastal Merino: never itchy

Wool that needs a break-in period

Marine Layer

MARINELAYER.COM

Never Itchy Merino

Shop the Polo
Format
Meme template, product swapped in
Persona
Meme-fluent shopper who avoids wool
Reason to buy
Never-itchy merino
Funnel stage
Top of funnel
Product
Coastal Merino Sweater Polo
Lands on
Landing page

Why it should work. A strong-versus-weak format contrasts the category without naming competitors.

Tests. Does a category-contrast meme beat a direct claim for wool skeptics?

Marine Layer

Sponsored · Meme 08 · Respun Tuxedo

Old shirt in the bin, or Re-Spun?

Our Re-Spun program started in November 2018 with 10,000 shirts in the first month and has been saving countless clothes from landfill since. Your worn-out tee has a better ending available.

Soft clothes, kinder ending.

Bin it or Re-Spun it?

Tuxedo Winnie The Pooh meme about Marine Layer

Tossing a worn-out shirt

Re-Spun: saving countless clothes from landfill

Marine Layer

MARINELAYER.COM

Our Re-Spun Program

Learn About Re-Spun
Format
Meme template, product swapped in
Persona
Shopper who hates tossing worn-out clothes
Reason to buy
Re-Spun landfill saving
Funnel stage
Top of funnel
Product
Coastal Merino Crewneck Sweater
Lands on
Landing page

Why it should work. The refined-choice format gives the Re-Spun story a light, shareable entry point.

Tests. Does an origin and values meme reach audiences product ads miss?

Photography and product names belong to Marine Layer. Every ad lands on a page in this package. Memes use real, recognizable templates with Marine Layer product photography composited in; template rights to clear before running. Hooks, personas and the texts shown inside memes and chats are proposed, not real customer quotes.