Mattress Firm: Hablemos de tú Descanso

Mattress retailer Mattress Firm ran the Hablemos De Tú Descanso campaign to grow awareness, brand equity and purchase intent among Hispanic consumers in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Mattress Firm's mission is to be America's most trusted authority on sleep, yet they hadn't advertised to Hispanic shoppers in three years. Thus, brand awareness and understanding of the brand value proposition among Hispanics was low. We needed to reintroduce Mattress Firm to Hispanics, elevating trust and engagement.

We asked over a hundred Hispanic Mattress buyers to describe their purchase experience through a qualitative online survey using open-ended video questions and fielded follow-up focus groups. We found that the category is overloaded with technical information and overwhelming...

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