Zinus—How’s your sleep?

Background:

Zinus, the original purveyor of compression, ‘bed-in-a-box’ technology, has remained something of a sleeper cell, flying well under the radar while quietly disrupting an industry.

The Situation:

Fast forward 16 years. The category has grown and Zinus finds itself in a highly competitive eCommerce mattress market, up against brands like Casper, Tuft & Needle, and Purple—each attempting to position themselves as the best value brand. It was high time Zinus upped their brand presence.

Our Task:

Create a brand as big and innovative as the company behind it. Essentially, they needed us to elevate brand awareness and consideration, while also driving site/shopping traffic.

The Work:

We took a closer look at why people choose to buy a new mattress in the first place. We found that nearly half of all mattress shoppers are simply looking for a better night’s sleep.

So we developed quirky, eye-catching creative that empathized with our bleary-eyed target market. We executed transit stations dominations in large metropolitan markets, surrounding sleep-deprived commuters with our work, and waking them up to the realization that better days lie ahead—after a better night’s sleep.

We also pushed the content out over digital and social media channels, grabbing significant, new mind share and establishing a distinctive brand voice for Zinus.

Results:

The bottom line? It worked. Testing before and after the campaign found that both brand awareness and consideration scores spiked during and following the campaign, which ultimately resulted in a sharp increase in sales during the same period.