The shift to digital has made buying a mattress more affordable and convenient. The need for a warehouse/showroom to house product is no longer applicable as consumers can buy online and receive product within hours. The brand needed a digital approach around acquisition but also education and content creation.
This education/content creation consisted of communicating key brand messages to a targeted UK audience about the unique Simba offering, primarily the 100 day free trial, ease of delivery/set up and sleep science methodology. Ultimately the main KPI was driving sales of Simba mattresses.
We created a YouTube influencer strategy consisting of five YouTube integrations from a variety of carefully selected communities. We used our CRM system to identify YouTubers with appropriate demographics. Within each target social community we worked with the influencers to conceptualise attention grabbing but authentic creative content ideas.
All YouTube videos included direct call to action in first 90 seconds of video to click on link in description and redeem special discount.