CASE STUDY
Sit-n-Sleep
Building Brand Loyalty Through a Full-Funnel Campaign
41%
Increase in CTR
28%
Decrease in CPA
21%
Increase in Signups
Objective
Sit & Sleep, one of the largest regional mattress retailers in the United States, partnered with AUDIENCEX to design and execute a full-funnel campaign aimed at increasing brand awareness and loyalty. The primary goal was to drive VIP club sign-ups through targeted cross-channel promotions, engaging both existing and prospective customers to foster long-term brand loyalty.
Strategy
AUDIENCEX launched a seasonal video campaign to introduce the Sit & Sleep VIP club and encourage sign-ups. The campaign utilized a layered approach:
- Video Engagement: Promoted the VIP club with engaging video creative, designed to capture attention and drive initial interaction.
- Retargeting: Re-engaged users who interacted with the video by serving them dynamic banner ads with personalized discounts and promotional messages. These messages were tailored to match the audience’s behavioral patterns and interactions on the Sit & Sleep website.
This strategic approach ensured the campaign reached high-intent audiences while nurturing engagement and conversions throughout the funnel.
Tactics
- Video Campaign Activation: Deployed seasonal video ads to create awareness and introduce the benefits of joining the VIP club.
- Audience Segmentation: Divided users into distinct segments based on their behavior, including site visits, engagement levels, and shopping preferences.
- Dynamic Messaging: Customized banner ads with varied discounts and promotional offers, tailored to individual audience profiles and site activity.
- Retargeting Strategy: Focused on users who engaged with the video content, guiding them further down the purchase funnel with targeted display ads.
- Performance Optimization: Continuously monitored campaign performance, adjusting creative and messaging to maximize ROI and improve outcomes.
Results
The campaign delivered exceptional results, exceeding expectations:
- Achieved a 76% view-through rate (VTR) for video creatives among in-market consumers, significantly increasing engagement.
- 41% increase in CTR, demonstrating strong interest and relevance.
- 28% reduction in CPA, ensuring cost-efficient results.
- 21% increase in VIP club sign-ups, significantly expanding the customer loyalty program.
By leveraging audience insights, tailored messaging, and a full-funnel strategy, AUDIENCEX successfully helped Sit & Sleep drive brand loyalty, increase customer engagement, and grow its prospective customer pool, positioning the VIP club for sustained success.