Group 12@2x.png

SleepEasy Marketing

SleepEasy is Campus Enterprises' mattress rental company, specializing in renting out full and queen beds to Duke University students. 

SleepEasy-Cover-Photo-(Size-Matters).png
SleepEasy-Cover-Photo-(One-Night-Stand).png
The Playful Ads

The Playful Ads

To us, the mattress space is a provocative and playful one, so we decided to capture and retrain people's attention by creating suggestive and memorable ads that would cut through the banality of everyday news feeds and annoying advertisements.

To us, the mattress space is a provocative and playful one, so we decided to capture and retrain people's attention by creating suggestive and memorable ads that would cut through the banality of everyday news feeds and annoying advertisements.

The SleepEasy Advantage.png
The SleepEasy Advantage 3.png
The SleepEasy Advantage

The SleepEasy Advantage

We realized that many students are often hesitant to order mattresses other than the university-provided ones because they don't understand the benefits or differences of having a larger, more luxurious bed. We decided to educate them on these fronts with this series of infographics.

In the first one, we focused on informing our audience of the advantages of the double bed vs Duke's standard twin XL. The goal of this ad was to prime students to be more open to the idea of purchasing a larger mattress.

In the second one, we transitioned to why SleepEasy is the best choice for those looking to upgrade beds, differentiating ourselves from our competitors and building brand credibility.

In the last one, we aimed to create a sense of urgency that would cause students to realize the importance of this decision - "If I spend 1600 hours in bed this year, shouldn't I spend them in luxury and comfort?"

The Tick Tock Sale

The Tick Tock Sale

This was our most important sale, driving up purchases until we were completely out of stock. We went with the urgency tactic, which worked extremely well because we converted many on-the-fence customers into paying customers by forcing them to make a decision now, since each extra day of not purchasing equated to "losing money."

Graphic.png
The Priority List

The Priority List

This set of graphics had two key purposes: informing customers that our stock was sold out, which subtly meant that our business was doing well and that they had missed out on an opportunity, and harnessing the excess demand for this year's mattresses into early secured customers for next year. We did the latter by creating a Priority List, which allowed people who signed up to be guaranteed a mattress next season, be notified early about future sales, and get an extra 5% discount when they ordered a mattress in the future.