WHO USES A MATTRESS TO SLEEP?
We reinvented a 150-year-old mattress brand for Gen Z. Taking them from soporific blues to vibrant jewel tones and from rest to play.
Along the way, we found time to launch the biggest music festival on TikTok and partner with the D'Amelio sisters to launch an influencer mattress.
It's a social-first campaign celebrating memes, hangouts and good times in and around your mattress.
JUST FOR
FUN-ZZZ'S
It's a delightfully trivial personality, full of puns, wordplay, deep sleep observations and current event memes.
We followed a year of launch campaign with an influencer mattress born from the depths of TikTok—with the D'Amelio sisters.
And created a mini-campaign with video assets to launch the firmness options to buyers who knew nothing at all about buying a mattress.
Then, as the pandemic closed schools, businesses and music festivals, we created a stay-in-bed music event on TikTok—gaining 3 billion impressions on the still-nascent platform.
"Just for Fun-ZZZ's" acknowledges that young people have no troubles getting to sleep. Yet their mattress is still central to everything they do. After all, it's the main piece of furniture they typically own, and they're generally living with roommates or their parents. So the mattress is where they stream, socialize, game and hang.
