DTC mattress brand Simba delivered results with a smarter approach to programmatic

Mattress-in-a-box brand adopted a new approach to dynamic creative to improve the effectiveness of its performance marketing.

Sleep isn’t what it used to be – from a marketing perspective, at least. The, erm, sleepy mattress category had undergone very little in the way of innovation for decades until the rise of the ‘mattress-in-a-box’ concept a decade or so ago.

Direct-to-consumer mattress brands including Casper and Eve, which allow consumers to order products online rather than through bricks-and-mortar retailers, have become household names through a combination of strong marketing investment and celebrity endorsement.

One of the UK’s leading mattress brands, Simba Sleep, which launched in 2015, found success with its 100-night “trial” offer, as...

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