Yellow is the New Black

Client: eve Sleep

In a post IPO world for eve in 2017, there was little to separate them from other online boxed mattress competitors and we faced an inevitable race to the bottom in a discounting death spiral, so our strategy needed to increase preference, protect price, and profitability.

Realising the national sleepless epidemic, we orchestrated a marketing and media strategy to solve sleep, rather than sell mattresses, reviving eve Sleep’s business from in the red to profit in four years. This transformation included new brand media investment to promote healthier sleep, more efficient investment guided by econometrics, and moving performance media away from high volume low conversion channels, to lower volume but higher conversion channels. This strategy included activations such as the world’s first Night Mode Ad Break, a Slow TV ad break, ‘Switching Off’ Channel 4 shows and 19 iconic out of home screens in the name of healthier sleep routines on a Sunday Night (statistically the worst for getting to sleep). All of which helped to deliver eve’s first ever profit, reduced price sensitivity and delivered our highest ever channel specific ROIs.