Background Simmons BeautyRest is struggling to maintain relevance in a disruptive business category where direct-to-consumers mattress companies like Casper and Leesa are stealing market share.
Objective Make the Simmons BeautyRest mattress and the in-store purchase process relevant.
Target Audience 25-35 year old’s who have reached a point in their life where they are ready to stop surviving and start optimizing.
Insight When online shopping, people feel comfortable allowing strangers' opinions to influence their purchasing decisions.
Strategic approach Simmons BeautyRest is the mattress waiting for you, when you stop trusting strangers and are ready to trust your own judgment.
