Zinus

Zinus was the original bed-in-a-box company, but never had a consumer-facing brand. New to the direct to consumer model, Zinus asked us to develop an integrated launch campaign that would create brand awareness for the company in an already crowded marketplace. What Zinus has pioneered, others have copied.  

When we began working with Zinus they had <8% awareness in an overcrowded mattress marketplace against competitors. To gain awareness, it was imperative to find a unique position for the brand that would connect with consumers in a meaningful way – while differentiating from competitors with a much larger share of voice. 

Introducing “Live in Wonder”. By focusing on delivering harmony and wonder to the entire household, and the happiness that can be derived from connectedness, we developed a campaign that connects with consumers and separates Zinus from all the rest.

The idea was built around suspending reality and seeing tiny moments of Wonder in everyday scenarios. We delivered carefully crafted stories with beautiful, unexpected visuals, enabling us to introduce Zinus as a brand that cares about how products impact your whole life, and not just the 8 hours you spend asleep. 

Creatively, we focused on showing the perspective change associated with a particular product benefit coupled with a wondrous human moment. And due to our strong revenue-based goals, our media strategy focused primarily on direct response across digital video, video pre-roll, digital display (banners and social) and digital audio. 

Through a targeted audience approach, our media spend delivered 31.8M impressions, and creative provided a 10% click-through rate. Post campaign launch, Zinus saw year over year increases across the board. The brand also saw large jumps in website traffic: 185%, and new users: 190%.