How Premier Mattress Maker DreamCloud Reached High End Sleepers With A Cheeky Brand Campaign
DreamCloud's "Luxurious Dreams Of The Well Rested" won over shoppers by pitching an over-the-top lifestyle one can only dream of when sleeping on a DreamCloud mattress. As Director of Content & Growth Marketing, I struck up the partnership with Onion Labs, the branded content studio at The Onion. I negotiated the contract, which included video production and media distribution and traveled to Chicago with DreamCloud's Creative Director and Head of Partnerships to oversee production.
The video was a two-part series that showcased two scenarios in each part. Part one showcased Zachary's good dream (playing croquet with his grandmother and celebrity dog!) and Diana's bad dream (buying a mattress in a dimly-lit warehouse). Part two featured Maggie's good dream (laying out while being fanned by Mark) and Craig (got his mattress from a slick-talking salesmen). You can dream in luxury too when you sleep on a DreamCloud.
The videos were distributed as Facebook ads in partnership with Onion Labs, which sent viewers to https://dreamcloudsleep.com/p/luxurious-dreams/
When visitors tapped on the Watch Our Show CTA, they could experience Zachary's dream or Maggie's dream. This is the mobile design.
Display ads created for the campaign drove prospecting traffic and retargeted people who visited the landing page.