The Transformation
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Our task was to bring relevance to a “grudge” purchase. Our commercial focus was to shorten the purchase cycle for beds from once every 12 years down to seven.
Our answer was to find the real emotional triggers to purchase. We soon discovered that, for our largely female target, it was a category rich in emotion.
If we captured their heart, we would capture their wallet. We built a multi-tiered campaign around unique customer insights both humorous and heart-felt. The result was a highly effective communications campaign and repositioning that has taken Snooze from category follower to category leader.
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