How Sleepology Cut Social Content Production from an Hour Per Post to Minutes
Every post was built by hand. 45-60 minutes each. Coal changed that.
Sleepology is a mattress retailer. They sell premium brands and run social marketing across multiple platforms year-round.
Every single one of those posts was built by hand.
The problem
The workflow for one post looked like this: find the product on the site, pull the images, write the copy, resize for whatever platform you're posting to, get it approved, schedule it. That's 45 minutes to an hour on a good day, for one post.
Nobody on the team thought this was a good use of their time. It was just how it worked.
The real cost
45-60 minutes per post, across multiple platforms, for every product. A seasonal campaign could eat an entire week of the team's time before a single asset went live.
The bigger issue was that the volume never went down. New products, seasonal promotions, brand campaigns. The list of content to produce kept growing and the process stayed the same.
The AI employee we deployed
Coal, content creator
Coal is the right catalog fit: social posts, captions, and on-brand creative. We configured her with Sleepology's brand guidelines, product catalogue, and a direct connection to their store.
You paste a product URL. Coal pulls the product name, pricing, description, features, and images directly from the page. She generates copy variants, formats images into branded templates sized for each platform, and puts together captions with hashtags. The output is a full content package.
The team picks what they like, edits if needed, and publishes. A few minutes instead of an hour.
Coal was calibrated against Sleepology's best-performing content so the output sounds like them. She uses real product photography from the page, not generated images. Those don't hold up for a brand selling $4,000 mattresses. The actual product shots get composited into branded templates automatically.
Examples
Here's what Coal outputs from a single product URL.
What changed
Time saved
What used to take 45-60 minutes per post now takes a few minutes. A full seasonal campaign that previously ate a week of production time can now be turned around in an afternoon.
The most direct result was time back every week that used to go toward repetitive production work.
For a seasonal push like a Presidents Day sale, the team can now produce a full batch of platform-ready posts in the time it used to take to do one. That's not a small thing when you're running a promotion across multiple product lines.
Consistency improved too. When every post starts from the same structured baseline, the variance that comes from different people doing it differently mostly disappears.
The takeaway
Most marketing teams have some version of this problem. Too much time spent on execution work that follows the same pattern every time.
If your team is building posts by hand that could be produced in minutes, get in touch and we'll figure out where to start.