The Problem: Modern mattress-in-a-box brands are gaining popularity amongst the career-driven millennial couple market, who do not know Stearns & Foster exist.
The Ask: Build awareness and brand love for Stearns & Foster amongst career-driven millennial couples.
The Inisght: Stearns & Foster’s IntelliCoil technology means it’s too good to fit in a box.
The Opportunity: Position Stearns & Foster as a mattress that matches these up-and-comers’ lifestyles.
The Big Idea: Upgrade. A Stearns & Foster mattress is an upgrade for your health, intelligence, and lifestyle.
Art Direction: Lucy Bickel, Madison Sung
Copywriting: Georgia Curtis
“Breakfast in Bed with Stearns & Foster”: Branded Content/Original IP
- Ownable, lifestyle content that carves a place for S&F, similar to Vogue’s 73 Questions
- Showcases celebrity couples who our target aspires to be and asks them about their nighttime/at-home routine.
- Long-form for YouTube, shorts for TikTok/IG
Bachelor In Paradise Stearns & Foster Daybeds: Integrated Marketing
- Extremely loyal fan base within the target
- Show’s purpose: upgrading your relationship until you find the one
- Majority of the show takes place on the daybeds
- Seamless integration
- Influencer expansion with contestants
Stearns & Foster Oasis, Survivor Reward Challenge: Integrated Marketing
- Starving + tired on an island, contestants compete for rewards
- Winning team is taken to Stearns & Foster Oasis, where they will stay overnight on a luxury Stearns & Foster bed
- Real-time testimonials from contestants on how fortunate and happy they are for S&F bed
Break Up with Your Mattress: Podcast Ads on Call Her Daddy
- Great for Call Her Daddy which discusses relationship advice and reaches target
- Premise: Someone knows their partner is moving on, but it’s told through the mattress’s POV.
Script:
- “It was autumn when I realized our relationship was falling apart. The leaves were falling, it was getting colder outside… and her heart seemed to be growing even colder. I started to notice the subtle changes she made. Her new black dress. Her fresh Fenty lipstick. The new plush towels in the bathroom. Even the coffee maker got a revamp. And there I was. Still. Lying there. It seems like the only thing left in her life she still needs to upgrade is me [the mattress]. Stearns & Foster – You’ve upgraded the guy, so upgrade your mattress.”
Stearns & Foster x Anthropologie
- Exclusive bedding collection
- Meets target where they are
- Luxurious in-store shopping
NHL Stadium Seat Upgrade
- A huge upgrade from the cold bleachers
- Ticket holders selected at random to win upgrade
Pinterest Digital Display
- Huge source of inspiration for our target as they shop for new, luxury home goods
- Places our product in front of consumer in a more authentic way
Stearns & Foster x Ritz-Carlton Couples Vacation Sweepstakes
- Extends and brings light to current underutilized Ritz Carlton partnership
- Couples post their love story to TikTok #Stearns&FosterUpgrade and share why they need a vacation
- S&F team picks Top 5 couples, and S&F’s following votes on winning couple
- Winning couple receives a luxury vacation upgrade to The Ritz-Carlton O’Ahu Stearns & Foster Suite
Mattress Firm Luxury Sections
- Utilizes Tempur+Sealy’s Mattress Firm acquisition; perfect for Stearns & Foster since it is a Tempur+Sealy brand
- Upscales the in-store shopping experience to match the Stearns & Foster luxury quality
- Will draw attention to Stearns & Foster
