Here’s what happens when data-driven strategy, targeted social media, a great client, and unhinged creativity have a big ol’ weird party.
First we thought about the perfect audience for a mattress brand: people who aren’t sleeping well. How could we tell? Data usage reveals people up late on their mobile phones. What night are they up the latest? Sunday nights. Why? Well, according to our idea, people aren’t sleeping on Sunday nights because of the Sunday Scaries, that feeling of dread you get when your weekend is over and the next day is Monday.
So we partnered with comedians Tim & Eric to make a 6 episode mini-series and guided meditation podcast to help people get better sleep, and then made 72 (re)targeted social media assets to help Purple sell mattresses. Over the course of the 12 week campaign, we sold multiple millions of dollars of Purple product. I know, we could hardly believe it ourselves. I guess Branded Content and eComm can co-exist after all. See our process in the case study.