Tuft & Needle is an American mattress and bedding brand. At its launch in 2010 T&N was among the first online, bed-in-a-box companies to disrupt the brick-and-mortar industry.
T&N approached 97th Floor to increase organic reviews and organic market share for the online sleep space. In addition to their 3 main mattresses, they also sell bedding products (blankets, pillows, duvets, etc.) and other sleep-related products (furniture, noise-canceling machines).
They wanted their blog to generate more revenue from the high traffic numbers they were seeing. The sleep space is full of very competitive KWs which made this all the more challenging.
To address the prevalent issue of sleep deprivation on their blog, especially among parents, we partnered with T&N to refocus the sleep conversation. Understanding that mothers and fathers lose significant sleep in the years following childbirth, with only 10% getting the recommended rest, we saw an opportunity for impactful change.
Our response was the Sleep Ambassador Program, selecting 8 from 331 applicants to receive sleep enhancement products, expert consultations, and personalized sleep courses. Complementing this, we produced over 60 resources including blogs and infographics, all aimed at helping parents achieve better sleep.
Tuft & Needle saw a 57% increase in revenue compared to the same period the previous year. In addition, there was a 35% rise in total transactions. The campaign's reach was further amplified through social media, garnering over 529 million impressions in just 3 and a half weeks.
This extensive online presence was complemented by 93 unique earned media impressions across prominent platforms like Newsweek, MSN, Yahoo Finance, Tom’s Guide, Trend Hunter, and various CBS and ABC affiliates, showcasing the campaign's widespread recognition and impact.
Zhou Nutrition is a supplements company committed to combining nature’s nutrients with science-backed formulas, offering a line of clean supplements to support an active lifestyle.
Zhou Nutrition’s products were about to perform a geographic test-launch in Target. In order to show their worth to the retailer, Zhou Nutrition wanted to boost sales not only through e-commerce, but also in-store Target, a digital campaign that can be challenging to track.
97th Floor targeted 430+ stores and created 160+ ad sets. As part of these ad sets, we targeted those individuals that lived or were recently in an area around the stores that Zhou’s products were in. $30,000 in ad spend was budgeted for these 433 locations meaning that each location only got $4.62 in daily ad spend.
In addition to this geotargeting, we retargeted women who were on customer purchase lists we got from Zhou and we also created a lookalike audience from those lists.
As the campaigns were running, we further optimized them by identifying underperforming stores & locations, shutting off low performers, and re-allocating budget from low performers to top performing segments.
These launched campaigns and optimizations resulted in week-over-week improvements in click-through rates and costs-per-click. Partnering with Zhou Nutrition’s partner at Target, we were also able to track improvements in foot traffic and in-store sales at Target.
Zhou Nutrition’s geo-targeted Target campaigns yielded profitable sales for Zhou Nutrition, while also leading to increases in non-Zhou Nutrition products, thus strengthening the relationship with Target.
one of the best things we've done at chatbooks is to create a clear set of values; we promote, reward and cut based on these values.
Welcome to the the 97th Floor Mastermind Interview Series where each week we sit down with one of the makers, thought leaders and visionaries behind the biggest and/or up-and-coming brands around. We talk about everything from business and marketplace insights to personal journeys, successes, failures and legacy.
In this episode we’re talking to Chatbooks Chief Marketing Officer, Rachel Hofstetter. Rachel joined Chatbooks in November 2015 and played a pivotal role in creating the video The Real Mom, which has since amassed more than 100 million views. Rachel did this while also overseeing the overall brand that is turning instagram photos into instant coffee table artwork. Prior to Chatbooks, Rachel worked at “O” the Oprah Magazine, Reader’s Digest, wrote a best-selling book Cooking Up a Business and founded a company called guesterly. Her insights in this interview on everything from just getting started on a project or life goal, to failing, to defining your teams’ north star are spectacularly clear and spot on. Let’s jump in!
0:35 An editor, best-selling author and entrepreneur—Rachel Hofstetter's start and journey to Chatbooks.
3:37 Validating an idea, starting a company and getting noticed by Glamour, Real Simple and Procter & Gamble.
6:39 Storytelling and entrepreneurship.
7:14 Chatbooks launch and the story behind the simple idea and brand.
10:58 The process (and myth) behind creating a viral video; collaborating with the Harmon Brothers.
14:58 Creating a clear vision and three objectives of a CMO.
17:27 How to grow an all-star team and defining the 5-points of the Chatbooks north star.
22:55 The remedy to fear of failure.
29:00 Rachel's guiding principle to always improving and growing.
31:37 The art of essentialism and getting the right things done.
33:27 Saying "no" without saying no.
what I give doesn't have to necessarily be what you asked for and it can still be beneficial to you.
36:24 Legacy; what Rachel wants to be remembered for.
39:04 Advice to those figuring out what they want to have, be, do next.
Learn more about Chatbooks | guesterly
Chatbooks "The Real Mom" video
Rachel's book Cooking Up a Business: Lessons from Food Lovers Who Turned Their Passion into a Career -- and How You Can, Too
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