Anchor Media 路 CreateX 路 ShellyX
A short-term rental kit and a home energy kit, built from Shelly's EU catalogue. Bundle composition and pricing, a core offer and upsell ladder for each, ten angles, and a section-by-section build for both advertorials. EU-wide, English master.
The bundles
Each bundle is built so the three products tell one story rather than sharing a discount. Every item does a job the other two cannot do, which is what lets an advertorial explain the kit as a single mechanism instead of a shopping list.
For hosts running 1–10 listings on Airbnb or Booking, mostly self-managed.
Hand over no keys, know when the flat is genuinely empty, and stop paying to heat and cool nobody.
| Product | The job only it can do | Price |
|---|---|---|
| LOQED Touch Smart Lock 2S | Self check-in. Digital keys that expire at checkout, remote unlock when a guest is stuck, and an access log showing exactly who opened the door and when. | €248.90 |
| Shelly Presence Gen4 | True occupancy. mmWave radar senses people who are sitting still, so it reports whether the flat is occupied rather than whether something moved. No camera, no microphone. | €69.90 |
| Shelly Plug M Gen3, 2‑pack | The bill control. Measures what the AC, heater or water heater actually draws, and switches it off when presence says the flat is empty. | €19.90 |
| Bought separately | €338.70 |
shelly.com/cart/63509795176797:1,58439205388637:1,63145446080861:1?discount=HOSTKIT
. Tested, resolves into checkout with all three items loaded.
For EU homeowners and long-term renters, roughly 30–55, who want to measure before they cut.
Measure, find the load that is actually costing you, then automate it away. Three products, three steps, in that order.
| Product | Its step in the mechanism | Price |
|---|---|---|
| Shelly Plug M Gen3 | Measure. Real-time and historical consumption for anything with a plug. This is the device that turns a suspicion into a number. | €12.90 |
| Shelly 2PM Gen4 | Reach. Goes behind the wall to meter and switch two hardwired circuits a plug can never touch: the water heater, the towel rail, lighting. Also drives shutters and blinds, which is shading, which is cooling load. | €29.90 |
| Shelly BLU H&T ZB | Trigger. Actual temperature and humidity in the room you are in. This is what turns a dumb timer into a rule that only runs when it needs to. | €18.90 |
| Bought separately | €61.70 |
Two problems, and they are the same problem. It lands under free delivery, so the customer meets a shipping charge at the last step of a funnel we paid to fill. And at €54.90 there is roughly twenty euros of gross profit to acquire a customer with, which is not enough to buy one.
So this kit keeps its place as the entry offer and downsell, and the campaigns point at a €119 core built from the same mechanism. The full ladder, the arithmetic behind it and the products it uses are in Offer architecture below.
shelly.com/cart/62542761263453:1,57301971173725:1,58439205454173:1?discount=ENERGYKIT
. Tested, resolves into checkout with all three items loaded.
Angles / Host Kit
Ranked by how cold an audience they can carry. The first is the lead advertorial because it attaches to a rule change hosts already know about, which means the ad does not have to create the problem before it sells the answer.
“Airbnb banned every indoor camera in 2024. Hosts still need to know what is happening inside the flat.”
Hosts who have had a party, an overcrowding incident, or a smoking guest, and who quietly took a camera down when the rule landed.
Radar presence detection. It knows a room is occupied without producing an image or a sound recording, which is exactly the line the policy draws.
The Airbnb policy page itself, a host quote about the moment they realised the flat was full, and a screenshot of the occupancy timeline in the app.
Never claim it counts heads or identifies anyone. Tell hosts to disclose sensors and check the current Airbnb rules for their region. Accuracy here is the pitch.
“I drove across town at 11pm to hand over a key. Fourteen months later I have not touched one since.”
The broadest cold audience. Every self-managing host has this story, including the ones who do not think they have a problem worth €299.
Time-boxed digital keys issued per booking. The code exists from check-in to checkout and then stops existing.
A first-person timeline: lockbox, then key safe, then codes. Screenshots of a guest key being issued and expiring.
LOQED fits over an existing euro-cylinder. The article has to say so early, or the comments will do it for us.
“Between checkout and check-in my air conditioning ran for six hours a day, for nobody.”
The numerate host in a hot market, Spain, Italy, Greece, Bulgaria, who reads their bill and already suspects this.
Presence says empty, plug cuts power. A worked example: 1.5 kW of AC, 6 h a day, 30 days, at €0.25/kWh is about €67 a month per unit. Illustrative, assumptions stated on the page.
A real consumption graph before and after. This angle lives or dies on one honest chart.
Do not present the example as a guaranteed saving. Label the assumptions inline and let the reader substitute their own tariff.
“My cleaner has a code that only works between ten and two. I know when she arrived and when she left.”
Multi-listing hosts and small property managers. Lower volume, much higher intent, and they buy several kits at once.
Scheduled access windows plus presence confirming the flat is empty before the cleaner is dispatched at all.
A turnaround-day timeline showing guest out, presence clear, cleaner in, cleaner out.
Frame as coordination, not staff surveillance. The benefit is not driving over to check.
“One rekeying, one emergency locksmith, one lockbox prised off a wall. The hardware was cheaper.”
Price-objection traffic and retargeting. This is the angle that answers “€299 for three gadgets?”
Cost stacking against a one-off purchase, using the host's own local rates rather than invented averages.
Real locksmith and rekeying prices in three EU markets, plus host-forum quotes about lockbox theft.
Weakest as a cold hook, since it argues with a price before the reader wants the thing. Keep it in retargeting.
Angles / Energy Audit Kit
This buyer has been sold savings before and did not get them. So every angle here leads with measurement rather than promise: the kit's honest claim is that it tells you the truth about your own home, and the saving is what you do with that.
“A professional energy audit costs a few hundred euros and ends in a PDF. This cost €54.90 and never stopped measuring.”
The comparison shopper who has considered a paid audit or a smart thermostat and is looking for the sensible version.
Reframes the kit against a known-price alternative rather than against nothing. A one-off report versus a permanent instrument.
Real audit prices in two or three EU markets. Screenshots of the consumption history after a month.
Do not claim it replaces a certified audit, which has legal and grant uses this cannot serve. Compare on usefulness, not on credentials.
“I was hunting standby power while the water heater quietly ate a quarter of the bill.”
Flat dwellers with an electric water heater, which is most of Southern and Eastern Europe. Strongest single angle in Bulgaria if we localise.
2PM Gen4 meters and switches the hardwired circuit, so the tank heats on the cheap tariff and stops reheating water nobody will use.
Per-market water-heating share of household electricity. Verify per country before publishing any percentage.
This is mains wiring. Every mention needs the electrician framing. Never show a hand fitting it next to a consumer unit.
“The hallway said 19 degrees. The room I was sitting in said 23. I was heating the house to satisfy a sensor in a corridor.”
Anyone in a flat with uneven heating. It is also the angle that justifies the core kit over the entry kit, because the insight is impossible with one sensor.
Per-room temperature and humidity as the trigger, instead of one wall unit deciding for the whole home.
A two-room temperature chart over one day. Simple, visual, immediately believable.
Keep the promise to visibility and control. It is not a heating-system replacement.
“Nine devices in my flat were drawing power while switched off. Together they were a monthly coffee habit.”
Cold social traffic. Curiosity-led, cheap to reach, and it converts on the low entry price rather than on a big claim.
Standby load made visible one socket at a time, then scheduled off overnight.
Standby's share of household electricity across the EU, cited to a named source, plus our own measured set of nine devices.
Standby is real but modest. Overstate it and the whole article loses the credibility the other angles depend on.
“No cold showers, no unplugging the toaster, no arguments about the thermostat. I wrote four rules and left them running.”
Everyone who has already failed at the discipline version of saving energy. Excellent as the retargeting article.
Automation instead of behaviour change. The rules run whether or not anyone remembers them.
The four actual rules, written out plainly enough that a reader could copy them.
Do not slide into “plug it in and save 30%”. The saving comes from the rules, and the article has to show them.
Funnel architecture
You asked for both the store-and-promo-code route and the dedicated bundle page. They are the same funnel at two levels of finish, so build phase one now and swap the destination later without rewriting a word of the article.
No development on Shelly's side. Needs one promo code per kit and a host for the article. Attribution falls back to the discount code if pixel data is thin.
Needs a bundle product or bundles app on Shelly's Shopify. Buys us a real product page to retarget, review collection against one SKU, and clean per-bundle reporting.
UTM per angle so H1 through H5 and E1 through E5 report separately, not just per bundle. Pixel on the advertorial with a scroll-depth event at 50% and 90%, since on an advertorial the read is the real intermediate conversion and click-through alone will mislead you. One discount code per kit as attribution backup. Read the article and the destination as two separate rates: a low click-through means the article failed, a low checkout rate after a strong read means the destination did.
Offer architecture
The two kits on their own are not a ladder, they are two disconnected products for two different people. More importantly, one of them cannot survive paid traffic. Here is the arithmetic that forces the structure, then the structure.
A kit is only an acquisition offer if the gross profit on it covers what it costs to sell. I do not have Shelly's margins, so the table below runs on a placeholder of 45% gross on hardware. Swap in the real figure and the conclusion may move, but the shape will not: the €54.90 kit has roughly twenty euros of room to acquire a customer, and a cold ecommerce buyer in the EU does not cost twenty euros.
| Offer | Price | Gross @45% | CPA ceiling | Verdict on cold paid traffic |
|---|---|---|---|---|
| Energy Audit Kit | €54.90 | €24.70 | ≈€20 | Loses money at any realistic CPA. Entry offer and downsell only. |
| Whole-Home Energy Audit | €119 | €53.55 | ≈€48 | Workable. Rises to about €63 once the ladder below is attached. |
| Host Kit | €299 | €134.55 | ≈€126 | Comfortable. Rises to about €158 with the ladder attached. |
CPA ceiling is gross profit less roughly €4–5 of payment and fulfilment cost, at breakeven. A real target sits well under it. Margin is the one number I need from Shelly before any of this becomes a budget rather than a shape.
The expansion here is not a gadget, it is a second front door. Hosts who buy this rarely have exactly one listing, which makes the post-purchase offer the same kit again rather than an accessory. That is the single highest-value rung in either ladder, because it needs no new persuasion: the article already sold it.
For the host who is not ready to put €249 of lock on a rented door. Never the ad destination, only what appears when the core is declined and in retargeting. Priced to clear free delivery.
Every ad and both advertorial CTAs point here. The AOV is what makes hosts an affordable audience at all, and the lock is what carries it.
The best bump in the catalogue, because it closes the exact fear the article opens: a flat battery locking a guest out at midnight. One set charges while the other is in the lock, and it recharges without taking the cover off.
Cheap, and it names the most expensive single thing that happens to an unoccupied flat. Run alongside the Power Kit as a multi-select rather than instead of it.
Doubles order value in one click with no new argument to make. The €30 comes off because we have already paid to acquire this customer once and will not pay again.
For the single-property host who declines a second kit. Smoke alarms are a legal requirement in several EU markets and a scored review item, so this sells on compliance rather than on comfort.
At illustrative attach rates of 30% on the Power Kit, 20% on the flood sensor, 15% on the second kit and 12% on the safety pack, blended order value lands near €362 against a €299 core, a lift of about 21%. Those rates are assumptions until we have run the thing, and the second-kit rate is the one worth watching, because it moves the number more than the other three combined.
This ladder needed a new rung at the top, so I built one from the catalogue. The core is the same mechanism as the €54.90 kit, scaled from a socket to a whole home: one clamp on the incoming supply for the total, a second clamp on the water heater circuit, plugs for the individual suspects, and two room sensors instead of one, because a single temperature reading tells you nothing without something to compare it against.
Keeps its place as the downsell and as an order bump on other purchases. It should not be an ad destination and it should not be the offer we optimise campaigns against.
The total, the one circuit you already suspect, the plugs, and two rooms to compare. Clears free delivery, and it is the version of the article's mechanism that actually answers the question the article asks.
Offered as a spec choice on the core product page, not as an upsell. Three-phase is a fact about the reader's consumer unit, not an ambition, and pricing it as an upgrade would read as a trick.
Logically necessary rather than tacked on: two rooms give you a comparison, three give you a pattern. Cheap enough to attach at a high rate and it never feels like padding.
The honest sequel to the whole product. The sensors tell you which rooms are heated wrong, and this is the thing that fixes them, one radiator at a time. Highest-logic upsell in either ladder, and it nearly doubles the order.
Sits under the water heater the core is already metering. A slowly leaking tank is both an energy cost and a repair bill, which is a rare bump that belongs to both stories.
At illustrative attach rates of 35% on the third sensor and 18% on the radiator valves, blended order value lands near €141 against a €119 core, a lift of about 18%, and it pushes the affordable CPA from roughly €48 to roughly €63. That difference is the entire reason this funnel is viable and the €54.90 version is not.
The BLU H&T ZB in the €54.90 kit is Zigbee, so it needs a Zigbee coordinator. Shelly's own knowledge base says Plus, Gen3, Gen4 and Pro devices can serve as that gateway, which in that kit means the 2PM Gen4 is doing the job. Worth confirming with Shelly directly, because if a Gen4 device joins a Zigbee network rather than forming one, the kit does not work out of the box and we would find out from customers.
The €119 core has no Gen4 device in it, so I specced it with the plain Bluetooth BLU H&T at €17.90 instead. Shelly's own copy for the Plug M Gen3 confirms it acts as a BLE gateway for BLU devices, so that version works with what is already in the box, and it is a euro cheaper. Same rule anywhere else in the ladder: Zigbee variant only when a Gen4 device ships alongside it.
Order bumps and one-click post-purchase upsells are not free. Post-purchase offers need a Shopify post-purchase extension, and true in-checkout bumps need Shopify Plus. Without Plus, the bump moves to the cart page or to the thank-you page instead, which attaches at a lower rate but still works.
This matters for sequencing: the phase-one cart permalinks jump straight into checkout and skip any cart page, so the ladder above cannot run on phase one. Phase one validates which angle sells the core. Phase two, with the bundle landing page, is what turns the core into order value. Worth saying out loud so nobody reads phase-one numbers as the ceiling.
The only subscription in the catalogue is Shelly Cloud Premium, listed as a B2B service at €35.90. Every device in both kits is a one-off sale, which means lifetime value is capped unless something recurs, and hosts are the segment where a subscription genuinely earns its keep: multiple properties, multiple devices, access logs and notifications that matter. I do not know the consumer terms, the billing period, or whether it can be attached at checkout. That is question one for Shelly, ahead of margins.
Advertorial one / Host Kit
First person, written as a host who solved this, roughly 1,400 to 1,700 words. The article's job is to make radar presence feel like the obvious compliant answer, and to arrive at the lock and the plugs as things the same host also fixed, not as an upsell.
A specific night in a specific flat. The neighbour's message, the noise, the not knowing. No brand, no product, no smart-home language. The reader has to recognise their own worst booking in the first three sentences.
Indoor cameras have been banned outright since April 2024, devices included when switched off. State it plainly and link the policy. Then the honest consequence: hosts lost the only tool many of them had, and Airbnb did not hand them a replacement. This paragraph is why the article exists.
Noise monitors hear a party after it starts and are restricted to common areas. Door sensors count openings, not people. Asking the neighbour is not a system. This section earns the mechanism reveal by disqualifying the alternatives fairly rather than dismissing them.
How mmWave presence detection works in plain words: it senses that a body is in the room, including one that is sitting perfectly still, and produces no image and no audio. Say what it cannot do in the same breath, because that is the compliance story and the trust moment. Then the occupancy timeline: the flat filled up at 23:10 and stayed full.
First CTA. inline text link, low key, on the product nameNatural progression, because knowing who is inside raises the question of how they got in. Lockbox to key safe to expiring codes. Include the fitting caveat here, over an existing euro-cylinder, checked before ordering. Naming the constraint mid-article reads as honesty, whereas naming it at the end reads as a disclaimer.
The empty-flat energy problem, with the worked example and its assumptions visible. This is where the €299 stops being a purchase and starts being arithmetic. Show one real consumption chart.
Second CTA. inline text link, after the number landsThe three devices operating as one routine: guest checks out and the code dies, presence confirms empty, heating and AC cut, the cleaner's window opens. This is the paragraph that justifies buying all three instead of the cheapest one.
Is this legal and do I have to tell guests. Does it fit my door. What if the Wi-Fi drops, and the honest answer that local automations keep running. Am I technical enough. Short, direct, no marketing voice.
Name the three products, the €338.70 separately, the €299 together. No urgency invented, no countdown. The reader who got this far is convinced, and manufactured scarcity is what would lose them.
Third CTA. the direct one, still a text linkAdvertorial two / Energy Audit Kit
First person, investigative rather than confessional, roughly 1,200 to 1,500 words. The structure is a diagnosis, and it has to be the reader's diagnosis: three suspects, one wrong guess, one surprise. The wrong guess is what makes the rest believable.
A real figure and the reader's own reflex: it must be the tumble dryer, the old fridge, the kids' screens. Establish that everyone has a theory and nobody has a measurement.
Unplug the chargers, shower for four minutes, wear a jumper. The reason none of it stuck is that it asks for discipline against an invisible target. Dismantles the discipline model and sets up measurement as the alternative.
What the first plug revealed, including a device that turned out to be innocent. That wrong guess is doing real work here: an article where every suspicion is confirmed reads as fiction.
First CTA. inline text link on the plugThe biggest consumers in most flats have no plug at all: water heater, towel rail, lighting circuits. Introduce the in-wall module with the electrician framing stated once, clearly, and not repeated defensively. Then the reveal of what the water heater was actually doing.
Measurement alone changes nothing, and a timer is barely better. Real room temperature and humidity is what turns switching into rules: heat only when the room is actually cold, ventilate when humidity climbs, stop reheating a tank nobody will draw from.
Second CTA. inline text linkPrint the actual automations plainly enough to copy. This is the section that gets the article shared and screenshotted, and it is the proof that the saving comes from rules rather than from magic.
The measured before and after with the period, the tariff and the caveats named. Understating a real result here is worth more than overstating it, because the reader has been promised savings before and is reading for the catch.
Do I need an electrician, and for anything on mains wiring yes. Does it work without internet, and locally yes. Will it work with my meter and my tariff. Is one sensor enough, which is the honest bridge to the core kit.
Measure, reach, trigger. Close on the €119 core, because that is the version that answers the question the article spent 1,300 words asking: the whole home, the circuit you suspect, and two rooms to compare. The €54.90 kit is named underneath as the way in for one room.
Third CTA. the direct oneNon-negotiables
These are already written into the ShellyX brand notes in Anchor Suite, so generated copy and creative inherit them. Repeated here because the humans need them too.
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