Stearns & Foster

The Problem: Modern mattress-in-a-box brands are gaining popularity amongst the career-driven millennial couple market, who do not know that high-quality Stearns & Foster exist.

The Ask: Build awareness and brand love for Stearns & Foster amongst career-driven millennial couples.

The Insight: You can’t upgrade certain aspects of your life–your relationships, your health and wellness, and your career and lifestyle–before you upgrade your sleep. And Stearns & Foster’s unique IntelliCoil technology means you’re getting the most elevated, restful night’s sleep after your busy days. ​

The Big Idea: The only upgrade that leads to other upgrades.

Art Direction: Lucy Bickel, Madison Sung
Copywriting: Georgia Curtis

“Trouble in Bed” Podcast Spot on Call Her Daddy

Upgrading Relationships

  • Great for Call Her Daddy which discusses relationship advice and reaches target
  • Premise: Alex (Host) addresses the part of relationships that we don’t always talk about — issues in bed. But not that kind… With Stearns & Foster’s IntelliCoil technology, you can get the support you need to upgrade your sleep and your relationship. ​
  • We used AI voice simulation technology to bring our script to life. Listen below:

“Peak Health” Spot on The Model Health Show

Upgrading Health & Wellness

  • Hosted by Shawn Stevenson (Author & Wellness Expert) who discusses health, wellness, fitness, nutrition, and mental well-being with thought leaders + high profile figures.
  • Premise: A man “calls in” to the show describing how he’s in peak physical health… he’s fit, eats clean, takes vitamins… but there’s one thing that’s still holding him back — his sleep. Shawn (host) helps him uncover that upgrading to a S&F mattress could be the fix he needs. ​
  • Listen below:

“Ultimate ROI” Spot on The Tim Ferriss Show Podcast

Upgrading Lifestyle & Career

  • Hosted by Tim Ferriss (Author + Public Speaker) ​who discusses business, entrepreneurship, mindset, and life habits
  • Premise: Tim (host) discusses the ultimate ROI with listeners — a good night’s sleep. He mentions that while investing in stock and real estate can be worthwhile, it all means nothing if you don’t invest in your rest. ​
  • Listen below:

“Breakfast in Bed with Stearns & Foster”: Branded Content/Original IP

Upgrading Relationships

About:

Our Activation:

  • Long-form for YouTube, shorts for TikTok and Instagram​
  • Showcases celebrity couples who our target aspires to be ​​
  • Asking questions about bedtime habits and upgrades they made in their life​, like: “What’s the best upgrade your partner has inspired you to make?” and “Now, the real question: Who snores? And how do you deal with it?”​
  • Ownable, lifestyle content that carves a place for Stearns & Foster and builds awareness

Bachelor In Paradise Stearns & Foster Daybeds: Integrated Marketing

Upgrading Relationships

About:

  • Current extension of “The Bachelor” and “The Bachelorette” Franchise
  • Majority of the show takes place on the daybeds​
  • Show’s purpose: past contestants upgrade their relationships until they find “the one”

Our Activation:

  • Transforming daybeds into Stearns & Foster daybeds​–you upgrade your relationship, we’ll upgrade the setting
  • Seamless integration​ within show; host Jesse Palmer says in-show promos
  • Influencer expansion​

NHL Stadium Seat Upgrade: Partnership

Upgrading Lifestyle & Career

  • Who wants to sit on the cold back-breaking bleachers? Now, NHL fans can enter to win a premium Stearns & Foster Stadium Seat Upgrade!
  • Attendees will enter our form (which will then get them on our email list).
  • Winners will be chosen at the end of the first period and will be taken to luxury section located in the central-middle section of the arena for prime viewing. Here, our winners will enjoy complimentary concessions, branded merch, and exclusive program with autographs.
  • Winners will receive 25% off coupons valid for two weeks after the game.
  • Non-winners who entered the contest will receive an email for 10% off.

Office Building Pop-Ups: Experiential/In-Store

Upgrading Lifestyle & Career and Health & Wellness

About:

  • Stearns & Foster is currently overlooked in retailers like Mattress Firm, Mattress Warehouse​
  • In-store shopping experience does not match the luxe nature of the brand​
  • Shopping here would be an inconvenience for our target’s busy lifestyles

Our Activation:

  • Hold two-week office building pop-ups Located in heavily populated office buildings in which our target works in major cities​ (i.e. The Empire State Building and Willis Tower).
  • Runs two weeks after stressful Tax Season: April 28, 2025 – May 11, 2025.
  • Pop-ups have both outside (street-side) and inside (lobby) entrances, making it convenient for our target who works at nearby office buildings and our target who works inside the selected office building to stop in during breaks or entering/leaving work.
  • Sleep stat signage with QR code directs users to microsite revealing how upgrading your sleep will upgrade your health and career.

BTS

This campaign had a series of six critiques with top creatives in the industry, most alumni from Penn State Bellisario College of Communications. Guest critics included: