Polysleep Sierra Campaign home - Copy.pptx

Sleep is vital

1. The SIERRA MATTRESS 360° Marketing Campaign REVOLUTIONIZ ING SLEEP

2. Campaign Overview Introducing the SIERRA MATTRESS, a new milestone in Polysleep's innovation journey. 6-month 360° marketing campaign targeting Canadians aged 18–40 for brand awareness and sales. Tagline: “Snooze Smart, Save Big” focusing on humor, trust, and storytelling. Polysleep's goal: Establish SIERRA MATTRESS as the top affordable luxury mattress. WANNA GOOD SLEEP?

3. Target Audience Budget-conscious Canadians, aged 18–40, seeking value and quality. Includes students, young professionals, and families on tight budgets. Prioritize comfort, durability, and transparency in product messaging. Humor-driven, relatable content builds trust and brand loyalty.

4. Unique Selling Proposition Affordable luxury with antimicrobial foam technology for hygiene and longevity. Polysleep offers high-quality, reliable mattresses without sacrificing cost. Priced at $500, appealing to first-time buyers and families. Combines premium materials with innovative design for uncompromised comfort.

5. Campaign Strategy 360° approach with digital ads, influencer collaborations, and traditional media. Humor, relatability, and benefit-driven messaging to engage audiences. Time-sensitive promotions guide prospects from interest to purchase. Unified narrative across platforms for measurable outcomes and brand visibility.

6. Campaign Phases Awareness (Jan-Feb): Digital ads, influencer endorsements, and media outreach. Engagement (Mar-Apr): Interactive content, social challenges, experiential events. Conversion (May-Jun): Testimonials, discounts, and bundles to drive urgency. Phased approach ensures steady progression toward visibility, engagement, and sales.

7. Digital Marketing Initiatives Targeted ads across Instagram, TikTok, Facebook to engage younger audience. Google Ads capture intent-driven searches with seamless conversion experiences. Email campaigns deliver personalized offers and promotions. Influencer partnerships amplify brand credibility with comedic content and testimonials.

8. Traditional Media Plan Radio ads with catchy jingles to emphasize affordability and quality. Billboards in high-traffic areas to reinforce campaign message. In-store activations offer hands-on mattress experience. Direct mail campaigns to suburban households driving online and in-store traffic.

9. Experiential Marketing Pop-up “Sleep Lounges” for hands-on mattress testing and engagement. Sleep-themed challenges with prizes to enhance brand connection.

10. Virtual Reality Marketing Virtual reality experiences to showcase mattress benefits interactively. Memorable experiences foster positive associations with the brand.

11. Influencer Collaborations Collaborations with relatable influencers to build authenticity and trust. Unboxing videos, sleep transformations, and comedic skits to showcase benefits.

12. Influencer Collaborations (Cont.) Wellness bloggers and sleep experts reinforce health benefits of quality sleep. Contests and giveaways drive organic engagement and word-of-mouth marketing.

13. Promotions and Discounts Flash sales and limited-time offers to create urgency and drive conversions. Bundle deals like free pillows or mattress protectors to increase perceived value. Flash sales during high-impact periods like Valentine’s Day and Mother’s Day. Loyalty programs reward repeat customers, strengthening long-term relationships.

14. Brand Partnerships Partnerships with home improvement retailers and lifestyle brands for broader reach. Co-branded promotions with furniture stores targeting budget-conscious customers. Collaborations with wellness apps and fitness influencers to tie quality sleep to healthy living. These partnerships expand visibility and build trust with complementary brands.

15. Measurement & Analytics Track KPIs like website traffic, conversion rates, and social media engagement. Measure offline impact through in-store visits and sales data. Social media metrics gauge brand sentiment and campaign effectiveness. Regular surveys provide qualitative feedback to optimize campaign efforts.

16. Budget Allocation $3.2 Million 40% Digital Initiatives 20% Experiential Marketing 10% Promotions 30% Traditional Media

17. Anticipated Outcomes 30% Brand Awareness 50% Online Sales 20% Market Share Boost 40% Social Media Engagement 15% Foot Traffic