OUR WORK
OVERVIEW
Kurl-on’s journey began way back in 1962 as the first mattress brand in India and it soon evolved into a well-known name in the Indian households, becoming almost synonymous with mattresses. However, over time with new age competitors starting to gun for more market share of the mattress business, Kurl-on wanted to break-free from its image of a traditional brand to be perceived as a more aspirational and relatable one. We identified ‘Sleep’, ‘Health’ & ‘Weddings’ as the top-of-mind category motivators and decided to target them throughout the year.
What we set out to achieve
With a goal of revamping its brand persona, Kurl-on now wanted to focus on targeting younger audience and one of the potential drivers for this re-positioning strategy was social media. We identified World Sleep Day as the perfect start for a brand which was all about sleeping peacefully. So we created a week long campaign which embraced the world’s love for sleep, in a fun and quirky way.
Strategy & Consulting
UX & WEB
Performance Marketing & Analytics
How we did it
We launched a Twitter contest by asking the world to use #GoodSleepIs and tell us what good sleep meant for them. Within an hour, the campaign received an overwhelming response and started trending at #2 in India. Contest entries kept pouring in and re-tweets kept circulating around, increasing Kurl-on’s Twitter followers by a whopping 900%!
The radio integration for the campaign also helped promote the activity around a much wider sphere to gain more traction. Finally, we turned all the tweets into a memorable Sleep Anthem video for Kurl-On which gained a lot of traction on Facebook and YouTube.
2,828 Contest
responses received.
1,129 Re-Tweets
achieved.
900% Increase
in Kurl-on’s Twitter followers.
The outcome:
The #GoodSleepIs campaign was a massive success. It not only managed to increase the brand’s followers on Twitter by 900% but also helped the overall ambition of the brand to be perceived as a more fun and engaging brand.
Shortlist - Drivers of Digital Awards 2016 - Social Media Marketing
5 hours
#GoodSleepIs trended
on Twitter for 5 hours.
230,000
Video views for Sleep
Anthem on Facebook
39,000
Video views for Sleep
Anthem on YouTube.
The campaign is
covered by IBN Live
News Network and
Lighthouse Insights.
