Polysleep is a D2C brand that offers premium mattresses that are rolled and delivered in a cardboard box.

Upon joining Polysleep as a marketing manager, my high-level responsibility was to help increase brand awareness and drive conversions through strategic marketing activations.

Since joining in early 2019, the barrier of entry to this industry has lowered dramatically, allowing cheaper brands to enter the space and overwhelm the customer with price (not quality) focused products.

SMS Marketing Strategy:

At Polysleep we wanted to expand our CRM stack, so introducing SMS as a marketing channel was key. My strategy was to replace our existing exit popup, currently tied to Octane.AI messenger bot, with our new SMS channel and compare SMS vs Facebook Messenger conversions. This strategy has been deployed for just over 2 months (October 2021 launch), please see the results section.

Email Marketing - Welcome Flow Strategy:

Regardless a products price point, I believe that creating a sense of community and building a relationship of trust is key to a successful email strategy. A great way to do this is through a fun and educational welcome series flow that educates the customer about the products, communicates the brands values and follows up with a great offer.

My strategy was to deploy a warm welcoming flow that invites the subscriber to learn more about the company via a dedicated brand intro video, building trust and authority in the space. Following the intro video, we added a few pertinent blog articles that most customers are researching at this stage of the purchase journey, with a soft-sale coupon code at the end. Please see the results section.

Facebook Ad Top Funnel Awareness Strategy:

Our focus has always been to remain competitive but focus on the superior product features that we offer through value-based content marketing.

Since there are a plethora of brands offering bed-in-a-box products to consumers, we knew that it was important to step away from that identity as a brand. The fact that our products are delivered this way is simply a feature and not a staple to who we are as a brand.

A major win for us was creating comparative blog articles that showcase the difference in detail between our products and our competitors, an example of Polysleep VS. Casper: https://polysleep.ca/blogs/review/comparing-mattress-brands-polysleep-vs-casper

No other competitors were creating this form of content, and we saw a gap to help educate the consumer through text and entertaining videos.

This has helped us lower our impressions (CPM's) drastically at the top of funnel (TOFU) stage, while simultaneously driving highly qualified traffic at a lower cost per click (CPC) across the board.

Our customers are receiving educational content that's fun and engaging, helping them navigate their purchase decision even easier than before. Please see the results section.