Dormeo is an European-based mattress brand that offers complete home and sleeping products aiming to alter people’s perceptions of sleeping habits and products.
CHALLENGE:
European company looking to break into North American direct-to-consumer & mattress retail market
RESULTS:
- Ran DRTV and Drive-to-Retail campaign for 2 years and consistently hit target MER’s
- Spent millions over life of campaign
STRATEGY:
- Used branded DRTV ads to sell direct-to-consumer and set up strategic retail partners to drive retail.
- Ran long and short form DRTV commercials to drive customers into retail outlets in a select markets.
- Long-form ran in local markets to educate and push viewers into retail
- Short-form ran local cable in each market to avoid overlapping the long form commercials.
- Each market was hit with a 5-week schedule (60% of budget) followed by a reduced media schedule pulsing on and off every 2 weeks (40% of budget)
- Media mix also included Cable media, National (long and short form)
- Our team assisted with many other facets of the business including creative development, inventory management, and online marketing
