Expanding Eve Sleep In 11 Markets Through Seasonal Campaigns

The Strategy

Eve Sleep’s strategy was to further penetrate existing territories, expand into new markets, extend its product range, and develop its retail partnerships. The company quoted, “advertising and marketing strategy will be used as general working capital to support and implement the Company's growth strategy."

Key Achievements

• Managed multiple teams to create the right marketing content for different marketing channels, fostering brand growth across multiple countries in Europe.

• Expanded digital channels in the US and later in ten European countries, driving significant market presence and customer reach.

• Achieved a 20% reduction in cost per acquisition for $100k Google and Bing Ads campaigns through continuous optimization and strategic targeting.

• Created and executed successful seasonal campaigns, such as Valentine's Day, Easter, Black Friday, and Christmas, enhancing brand visibility and sales performance.

• Efficiently managed and coordinated multiple teams to create compelling marketing content, fostering seamless communication and driving brand growth across Europe.

Skills: Digital marketing strategies, creative strategies, growth marketing, brand management, content management, strategic promotions, PPC, Paid social campaigns, internal and external video production management, product launch campaigns, landing page, promotional event organizer, campaign content designer, campaign copyright management.

Tools: Adwords, Google Analytics, Youtube analytics, Facebook Business Manager, Asana, Jira, Trello, Airtable, AMS Amazon platform, Adobe Creative Suite.

Role: Digital Campaign Strategist and Coordinator.

Company: Eve Sleep is a UK based e-commerce business promising the perfect start delivering great sleep products direct to consumers' doors.

The Problem

As the Digital Campaign Strategist and Content Designer at Eve Sleep, I encountered the challenge of navigating a highly saturated online mattress market with numerous competitors using similar promotional strategies. To stand out and grow brand awareness in 11 new markets, I devised a strategic approach to content design and campaign execution.

Understanding that the online mattress market was highly competitive, I continuously sought innovative ways to create content that stood out and resonated with our target customers. This involved collaborating closely with cross-functional teams, including Comms/PR/ATL, creative, performance marketing, and content teams, to generate fresh ideas and creative concepts for each seasonal campaign.

The Solution

To tackle the challenge of a saturated online mattress market and stand out from competitors, we implemented several strategies to tailor our messaging, improve content quality, and utilize "stamps of approval" in our campaigns. Here are some specific examples of how we achieved this:

Tailoring Messaging

For each seasonal campaign, we conducted extensive market research to understand the preferences and cultural nuances of our target audiences in different countries. For example, during the Valentine's Day campaign, we crafted messages that resonated with the romantic and sentimental themes valued in European markets, while highlighting different aspects of love and sleep in the UK and US markets. By tailoring our messaging to suit each audience's preferences, we were able to create a stronger emotional connection with our customers, leading to increased engagement and brand loyalty.

Improving Content Quality

To improve the quality of our content, we established a collaborative process with our content creators and design teams. We provided comprehensive briefs that outlined the campaign objectives, target audience, key messaging, and creative guidelines. For instance, during the Easter campaign, we worked closely with our design team to create visually appealing and eye-catching content that featured spring-themed elements and playful illustrations, reinforcing the festive spirit. By focusing on content that aligned with the campaign objectives and brand identity, we ensured that the content delivered a consistent and impactful message to our audience.

Utilizing Stamps of Approval

To maintain a high standard of content, we implemented a "stamps of approval" system that involved a multi-stage review process. During the Black Friday campaign, we used this system to evaluate content based on the aspirational nature of the message, its relevance to the target audience, and its alignment with our brand values. Content that received the stamps of approval was deemed to have met our strict criteria and was greenlit for publication. For instance, we applied this process to select video creatives that showcased the product's features and benefits in a compelling and authentic way. By utilizing the "stamps of approval" system, we ensured that only the most engaging and on-brand content was used in our campaigns, enhancing the overall effectiveness of our marketing efforts.

As a result, our campaigns garnered higher engagement rates, increased brand credibility, and contributed to the significant growth of Eve Sleep's market presence across Europe.

Seasonal Campaigns

Among many seasonal campaigns that we worked on as a team, I am particularly proud of the following campaigns, where my contributions played a significant role in achieving successful outcomes:

World Sleep Day Campaign

The World Sleep Day (WSD) campaign was a major achievement, generating awareness and reaching 25K leads with a cost per lead of £1.76. The competition and WSD combined resulted in an average gross sales per day of £115K with a £65 CPA and a 15% COS (only performance mkt). While there was no significant uplift in revenue compared to the month average, the COS decreased by 7pts. Key learnings from this campaign included the importance of audience differentiation to optimize lead generation and the impact of landing page distribution on sales conversion rates. Additionally, incorporating more videos and Insta Stories in creative content enhanced engagement and user interaction. Future considerations involve refining offers and testing different competition types and landing pages to further improve campaign performance.

St Valentines Campaign

The Valentine's Day campaign achieved remarkable results, with the majority of markets seeing over 28% revenue contribution from the 8-day campaign period. Notably, gross sales exceeded the campaign expenditure, indicating its success in driving profitable sales. The use of new creatives in Adwords resulted in significantly higher click-through rates (CTR%) and conversion rates (CR%), leading to increased engagement and conversions. My contributions in designing and coordinating this campaign played a pivotal role in its success.

Black Friday Campaign

The Black Friday campaign was an impactful milestone as it marked Eve Sleep's first competition advertised on Adwords, Facebook, and Instagram for 5 days. The campaign tripled revenue in six growing markets, showcasing the effectiveness of strategic promotions and content management. My role in managing and implementing this competition contributed to driving exceptional sales performance during the holiday season.

Key Learnings and Takeaways

Through these seasonal campaigns, I gained valuable insights into the dynamics of different markets and target audiences. The experience of coordinating multiple teams and executing campaigns across diverse markets honed my skills in strategic planning, content management, and cross-functional collaboration.

My proficiency in utilizing various tools such as Adwords, Google Analytics, Facebook Business Manager, and Adobe Creative Suite played a vital role in optimizing campaign performance and tracking key metrics. Additionally, my strategic approach to growth marketing, brand management, and product launch campaigns contributed to the overall success of Eve Sleep's seasonal online campaigns.

Challenges & Obstacles

Managing translations for campaigns and ensuring cultural relevance also presented time-consuming tasks. To overcome this challenge, I worked closely with translators and localization experts to adapt content for each market, ensuring that our messaging resonated with the local audience. This attention to cultural nuances contributed to increased engagement and customer satisfaction.

Despite budget cuts and a reduced team during the pressure of TV campaign ads, my adaptability and creative approach enabled me to rethink and prioritize campaign focus strategically. By identifying the most impactful campaigns and allocating resources efficiently, I ensured that we continued to drive brand growth and success even during challenging times.

Learning Outcomes

As a result of these learning outcomes, I am better equipped to optimize marketing initiatives for maximum impact, efficiently manage resources, and foster a culture of innovation and collaboration. The experience gained during this time has further honed my skills as a Digital Campaign Strategist and Content Designer, allowing me to excel in delivering compelling campaigns that drive brand growth and customer engagement.

Conclusion

During my three years at Eve Sleep as the Digital Campaign Strategist and Content Designer, I witnessed the company's remarkable growth, from a 10-person startup to an IPO company with 150 employees. I take great pride in honing my skills in digital marketing, creative strategies, and campaign coordination, contributing to Eve Sleep's success.

Coordinating seasonal campaigns in 11 markets provided valuable insights into diverse audience needs and preferences. Tailoring messaging and content improved brand credibility and drove customer engagement. Incorporating stamps of approval strengthened our messaging, resonating with the target audience and increasing brand awareness.

Looking ahead, I am driven to push marketing innovation and elevate brand experiences. Leveraging my experiences at Eve Sleep, I aim to excel in future roles, driving successful campaigns for visionary organizations. My passion for content creation and marketing strategies remains unwavering, as I stay at the forefront of industry trends and technologies.

In conclusion, my journey at Eve Sleep has transformed me into a highly skilled and adaptable marketing content designer. Armed with invaluable experiences and lessons, I am ready to tackle new challenges, deliver compelling campaigns, and drive brand success in the dynamic landscape of digital marketing. I am excited for future ventures, pursuing creativity, agility, and excellence.