Hot water bottle ads: what we ran last winter, and what worked

Every Meta ad that sold the Sheepskin Hot Water Bottle or the "complimentary hot water bottle over £150" offer across Q4 2025 and Q1 2026 (plus the late-September launch week). For each one: the ad as it appeared in the feed, the first three seconds where we have the file, the copy that ran, and the numbers. This is the reference for the October relaunch.

When the offer was actually live

Shopify orders carrying a hot water bottle at £0: that is the gift-with-purchase being claimed. Two clear windows, 15 Sep to 2 Nov and 29 Dec to 1 Feb. In window 1 about 4 in 10 orders over £150 took one.

Leaderboard

All 9 hot water bottle creatives we can still run, grouped across every ad set they ran in. Verdicts follow our rule of not calling an ad under ~£300 or ~14 days on ROAS alone.

The ads

Each card shows the ad as Meta renders it in the mobile feed. "First 3 seconds" frames only where the video file could be downloaded (Meta withholds the rest).

#1

Ad 157 · music only with b-roll of slow motion unboxing

Winner

Video · live 25 Sept 25 to 9 Mar 26 · 4 ad instances

Spend

£1,841

Purchases

93

ROAS

8.3×

CPA

£20

Hook rate

15.3%

acct video avg 22.2%

Hold rate

17.1%

acct 23.3%

Link CTR

1.77%

acct 2.16%

CPM

£15

Launch (Sep) £91 · 3.9×Q4 £734 · 8.6×Q1 £1,016 · 8.5×Offer live £1,277 · 9.0×Offer off £564 · 6.5×

What it is. Silent slow-motion unboxing, music only. The branded box opens on the cream shearling bottle, then it is filled at the tap and used on the sofa while reading. No text hook on the video: the selling is in the copy (5-star review quote, then "complimentary, worth £69, on orders over £150") and the headline states the offer.

Read. Relaunch as the anchor ad. It carried the offer in two windows and earned the best return of any HWB creative.

Copy that ran (2 primary texts, 1 headline)

Headlines

Complimentary Sheepskin Hot Water Bottle

Primary text

⭐️⭐️⭐️⭐️⭐️ Claire. E “Beautiful, thick and super soft. Perfect for colder nights. Thank you!”
Receive a complimentary Sheepskin Hot Water Bottle worth £69 with all orders over £150 for a limited time.
Thoughtfully tanned in small sustainable batches we sell out regularly. We prioritise sustainability over mass production and only hold small quantities 🌿

Enjoy one as a gift with all orders over £150, while stocks last.

Destination

hydeandhare.com/

#2

Ad 155 · b-roll of joey using it in many places while voice over of features and benefits

Proven

Video · live 26 Sept 25 to 9 Mar 26 · 2 ad instances

Spend

£363

Purchases

17

ROAS

6.6×

CPA

£21

Hook rate

12.4%

acct video avg 22.2%

Hold rate

17.0%

acct 23.3%

Link CTR

1.39%

acct 2.16%

CPM

£13

Launch (Sep) £18 · 0.0×Q4 £6 · 0.0×Q1 £338 · 7.1×Offer live £81 · 0.0×Offer off £281 · 7.8×

What it is. Joey on the sofa hugging a brown shearling bottle. Burned-in captions from her voiceover open with "I've had many, many hot water bottles over the years", then features and benefits. Headline "Sustainable Warmth, On Us".

Read. Relaunch. 17 purchases at 6.6× and most of the spend came in Feb and Mar, after the offer had faded, so the testimonial style carries without the gift.

Copy that ran (2 primary texts, 1 headline)

Headlines

Sustainable Warmth, On Us

Primary text

Soft sheepskin. Gentle warmth. Endless comfort. Our Shearling Hot Water Bottles are designed for quiet evenings with a book, restful nights in bed and peaceful moments on the sofa.
Receive one as a complimentary gift on all orders over £150, while stocks last.

Crafted from the softest natural sheepskin, our Shearling Hot Water Bottles are as versatile as they are comforting. By the fire, on the sofa, or beside you at night, they turn everyday rituals into indulgent ones.
Enjoy one as a gift with all orders over £150, while stocks last.

Destination

hydeandhare.com/

#3

Ad 154 · family loves hot water bottles with joey voice over and offer

Weak

Video · live 24 Sept 25 to 13 Feb 26 · 2 ad instances

Spend

£314

Purchases

10

ROAS

2.9×

CPA

£31

Hook rate

6.0%

acct video avg 22.2%

Hold rate

20.8%

acct 23.3%

Link CTR

2.05%

acct 2.16%

CPM

£15

Launch (Sep) £12 · 0.0×Q4 £33 · 2.4×Q1 £269 · 3.1×Offer live £135 · 2.7×Offer off £179 · 2.7×

What it is. Child in striped pyjamas bouncing on a bed, caption "Without fail this is the one thing our kids ask for every [night]", Joey voiceover plus the offer.

Read. 2.9× on £314. Its hook in Facebook and Instagram feed was 2-4%. Do not bring back as is.

Copy that ran (1 primary text, 1 headline)

Headlines

Complimentary Sheepskin Hot Water Bottle

Primary text

Every night, little ones ask for the comfort of our Sheepskin Hot Water Bottle. A family favourite, soft against the skin and filled with warmth that lasts.
For a limited time, enjoy a complimentary Sheepskin Hot Water Bottle with all orders over £150, while stocks last.

Destination

hydeandhare.com/

#4

Ad 167 · ASMR Hot Water Bottle

Under-tested, promising

Video · live 22 Oct 25 to 8 Mar 26 · 3 ad instances

Spend

£67

Purchases

4

ROAS

7.5×

CPA

£17

Hook rate

24.1%

acct video avg 22.2%

Hold rate

19.8%

acct 23.3%

Link CTR

1.69%

acct 2.16%

CPM

£13

Launch (Sep) not liveQ4 £4 · 0.0×Q1 £62 · 8.0×Offer live £59 · 8.5×Offer off £7 · 0.0×

What it is. ASMR cut: a woman in a cream knit reading with the bottle on her lap, then tissue-paper unboxing by 2 seconds. Sound-led, no voiceover.

Read. Best hook of anything that got real delivery (24%). 7.5× on only £67. Give it a guaranteed budget before judging.

First 3 seconds

Copy that ran (1 primary text, 1 headline)

Headlines

Complimentary Sheepskin Hot Water Bottle

Primary text

The softest water bottles in the world 🌿 Made from the finest wool sourced from the Arctic regions of Scandinavia.
From our hot water bottles to our custom beanbags made from rare breed British sheepskins, we have everything you need to Hygge your home

Destination

hydeandhare.com/

#5

Ad 153 · POV - what autumn feels like

Under-tested, promising

Video · live 26 Sept 25 to 16 Nov 25 · 1 ad instance

Spend

£49

Purchases

3

ROAS

6.8×

CPA

£16

Hook rate

29.1%

acct video avg 22.2%

Hold rate

13.6%

acct 23.3%

Link CTR

1.56%

acct 2.16%

CPM

£41

Launch (Sep) £17 · 4.8×Q4 £33 · 7.9×Q1 not liveOffer live £45 · 1.7×Offer off £4 · 16.7×

What it is. Autumn still life (dried flowers, stacked books) with "POV: This is what Autumn feels like", then the shearling bottle on a lap with a book.

Read. 29% hook and 3 purchases on £49. Never got the spend to prove itself either way.

First 3 seconds

Copy that ran (2 primary texts, 2 headlines)

Headlines

Sustainable Warmth, On Us

Complimentary Sheepskin Hot Water Bottle

Primary text

The softest water bottles in the world 🌿 Made from the finest wool sourced from the Arctic regions of Scandinavia. From our hot water bottles to our custom beanbags made from rare breed British sheepskins, we have everything you need to Hygge your home

Cosy season is here and so are our most-loved Shearling Hot Water Bottles. Soft, sustainable and handcrafted for everyday comfort.

Destination

hydeandhare.com/

#6

Ad 156 · 6 second video "cosiest gift in the world"

Untested

Video · live 25 Sept 25 to 30 Oct 25 · 1 ad instance

Spend

£11

Purchases

0

ROAS

0.0×

CPA

n/a

Hook rate

16.5%

acct video avg 22.2%

Hold rate

48.4%

acct 23.3%

Link CTR

1.03%

acct 2.16%

CPM

£29

Launch (Sep) £8 · 0.0×Q4 £3 · 0.0×Q1 not liveOffer live £11 · 0.0×Offer off n/a

What it is. 6-second close-up of a shearling bottle tied with a velvet ribbon, serif caption "The cosiest gift in the world".

Read. £11. The gifting angle has no data behind it yet, and it fits a gift-led Q4 better than anything else here.

Copy that ran (2 primary texts, 1 headline)

Headlines

Complimentary Sheepskin Hot Water Bottle

Primary text

Soft sheepskin. Gentle warmth. Endless comfort. Our Shearling Hot Water Bottles are designed for quiet evenings with a book, restful nights in bed and peaceful moments on the sofa.
Receive one as a complimentary gift on all orders over £150, while stocks last.

The softest water bottles in the world 🌿 Made from the finest wool sourced from the Arctic regions of Scandinavia. From our hot water bottles to our custom beanbags made from rare breed British sheepskins, we have everything you need to Hygge your home.
Receive a complimentary hot water bottle worth £69 with all orders over £150 for a limited time.
Enjoy one as a gift with all orders over £150, while stocks last.

Destination

hydeandhare.com/

#7

Ad 158 · music only with b-roll of of different products and text overlay POV text overlay

Untested

Video · live 25 Sept 25 to 9 Mar 26 · 2 ad instances

Spend

£9

Purchases

0

ROAS

0.0×

CPA

n/a

Hook rate

21.1%

acct video avg 22.2%

Hold rate

17.9%

acct 23.3%

Link CTR

1.59%

acct 2.16%

CPM

£17

Launch (Sep) £2 · 0.0×Q4 £1 · 0.0×Q1 £6 · 0.0×Offer live £4 · 0.0×Offer off £4 · 0.0×

What it is. Product montage with "POV: you found the perfect natural pieces that make your home luxuriously cosy". Collection copy, headline "The Home of Natural Fibres": it does not actually sell the hot water bottle or the offer.

Read. £9. Not really an HWB ad.

Copy that ran (3 primary texts, 1 headline)

Headlines

The Home of Natural Fibres

Primary text

Natural sheepskin. Timeless design. A collection made to bring warmth, texture and a touch of quiet luxury to your home.

Inspired by the Scandinavian way of life, our sheepskin interiors invite warmth, comfort, and natural beauty into your home.

Soft textures, natural tones and enduring craftsmanship. Our interiors are created to enrich your space with quiet luxury.

Destination

hydeandhare.com/

#8

Ad 152 · Cosy Season is here - b roll with Joey voice over

Untested

Video · live 25 Sept 25 to 29 Oct 25 · 1 ad instance

Spend

£7

Purchases

0

ROAS

0.0×

CPA

n/a

Hook rate

26.5%

acct video avg 22.2%

Hold rate

14.8%

acct 23.3%

Link CTR

1.47%

acct 2.16%

CPM

£34

Launch (Sep) £7 · 0.0×Q4 £0 · 0.0×Q1 not liveOffer live £7 · 0.0×Offer off n/a

What it is. Warm living-room shelves, a woman reading on the sofa, Joey voiceover opening "Cosy season is here and I'm so excited to...". Headline "The Softest Way to Stay Warm".

Read. £7 total. Meta never delivered it, so there is no read on it.

Copy that ran (2 primary texts, 2 headlines)

Headlines

The Softest Way to Stay Warm

Complimentary Sheepskin Hot Water Bottle

Primary text

Cosy season has arrived. Wrap yourself in warmth with our Shearling Hot Water Bottles, crafted from the softest natural sheepskin for moments of pure comfort.

Cosy season is here and so are our most Sheepskin Hot Water Bottles. Soft, sustainable and handcrafted for everyday comfort.

Destination

hydeandhare.com/

#9

Ad 168 · ASMR Hot Water Bottle v2 with "autumn" audio

Untested

Video · live 20 Oct 25 to 30 Oct 25 · 1 ad instance

Spend

£4

Purchases

0

ROAS

0.0×

CPA

n/a

Hook rate

31.9%

acct video avg 22.2%

Hold rate

35.1%

acct 23.3%

Link CTR

3.45%

acct 2.16%

CPM

£34

Launch (Sep) not liveQ4 £4 · 0.0×Q1 not liveOffer live £4 · 0.0×Offer off n/a

What it is. ASMR v2: opens on the bottle being filled at the tap, caption "Let's get cosy", autumn audio. The only HWB ad linking to the hot water bottle collection rather than the homepage.

Read. £4 total, but the highest hook (32%) and CTR (3.5%) of the set on its small sample.

First 3 seconds

Copy that ran (1 primary text, 1 headline)

Headlines

Complimentary Sheepskin Hot Water Bottle

Primary text

The softest water bottles in the world 🌿 Made from the finest wool sourced from the Arctic regions of Scandinavia.
From our hot water bottles to our custom beanbags made from rare breed British sheepskins, we have everything you need to Hygge your home

Destination

hydeandhare.com/collections/sheepskin-hot-water-bottles

Where the hook breaks down: feed vs Reels

Hook rate (3-second views ÷ impressions) by placement for the three HWB videos that got real spend. The two voiceover videos (154, 155) hook at about 20% in Reels and Stories and fall away in feed, where most of the budget went. Ad 157 sits at about 10% everywhere: the silent box opening is the likely weak point, not the placement.

Borrow from: the account's best ads while the offer ran

Not hot water bottle ads, but these were the strongest hooks and returns in the same months. Their openers (a real person on camera, hands-on styling, UGC unboxing) are the gap in the HWB set.

Ad 103 · UGC Candance 1 w/ Text Overlay

UGC creator video (Candance) with a text overlay. The account's biggest ad in the window.

£9,132366 purch.6.9×hook 30.7%

Ad 129 · Shearling BTS Day 3 Styling w/ Shearling in a Bedroom Medium

Behind-the-scenes styling shearling in a bedroom. 34% hook.

£1,21952 purch.7.2×hook 33.6%

Ad 110 · UGC Justyna 1 unboxing w/ benefits overlay

UGC unboxing (Justyna) with a benefits overlay. Same unboxing idea as Ad 157, told by a person.

£2,024107 purch.8.9×hook 24.5%

Ad 1 · UGC Video with voiceover

The account's original UGC video with voiceover, still returning 8.3× in this window.

£1,869116 purch.8.3×hook 22.1%

Ad 16 · PR image

PR image. Static, 16× ROAS: the account's most efficient ad.

£81062 purch.16.1×hook static

What to launch with in October

1. Lead with Ad 157, unchanged. Same unboxing video, review-quote-plus-offer copy and "Complimentary Sheepskin Hot Water Bottle" headline. It is the only HWB ad with a strong record at scale. Relaunch Ad 155 (Joey's "I've had many hot water bottles" voiceover) beside it: it held 6.6× even after the offer faded.
2. Give the high-hook cuts a guaranteed budget. ASMR (167/168), "POV autumn" (153) and "Cosy season" (152) were starved by the budget-setting algorithm last year. Put them in their own ad set with a spend floor rather than letting Ad 157 take everything, and judge them at ~14 days / ~£300 each.
3. Put the offer on screen in the first 3 seconds. None of our hot water bottle creatives put "complimentary hot water bottle over £150" on the creative itself. Every one left it to the copy and headline, which most people scrolling never read. A text overlay on the 157 and 167 openings is a cheap test.
4. Cut 9:16 versions for Reels and Stories, and fix the feed opening. Ads 154 and 155 hooked 2 to 7 times better in Reels and Stories than in feed. For feed, and for Ad 157 everywhere, start on motion or a face (the 110 UGC unboxing and 129 bedroom styling openers are the models), not a still box.
5. Send traffic to the offer, not the homepage. 8 of 9 ads went to hydeandhare.com. A hot water bottle or offer landing page that states the £150 threshold is worth testing against it.
6. Make a gift-led cut for November and December. The 6-second "cosiest gift in the world" idea (156) got £11 of delivery. Paid hot water bottle sales peaked in the BFCM and December weeks, so there is gifting demand the offer ads never spoke to.
7. Drop: Ad 154 (kids, 2.9×). Keep the date discipline: take the offer copy down the day the offer ends.

Method

Meta Marketing API, ad-level insights, 15-30 Sep 2025, Q4 (1 Oct-31 Dec 2025) and Q1 (1 Jan-31 Mar 2026), 7-day click + 1-day view attribution, purchase = pixel purchase. Ads are grouped by concept (ad number + concept name) because the naming convention reuses ad numbers across concepts. HWB creatives = the 9 ads named and written for the hot water bottle (152-158, 167, 168). The three House Nine whitelisting ads that featured it (159-161) are left out: the partnership has ended, so those ads can no longer be run from their profile. The other ads that ran in the "Complementary Hot Water Bottle" ad set do not mention the bottle and are excluded. Hook rate = 3-second video views ÷ impressions. Hold rate = ThruPlays ÷ 3-second views. Account video averages include only ads with video views. Offer windows are inferred from Shopify orders with a hot water bottle line at £0 after discounts (cancelled orders excluded). Screenshots are Meta's own mobile feed previews captured 24 Sep 2026, so reaction counts are current rather than historical. ROAS on under ~£300 of spend is noisy and should be read as direction only.