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New Mover Acquisition Multi-Touch Campaign
A new audience for Sleep Number, Direct Associates was tasked with developing a new mover acquisition marketing strategy. Direct Associates has decades of collective experience working in the new mover marketing space and created a strategy including A/B test of creative formats, messaging approach and offer positioning, an Email follow-up and supported testing around Sleep Number’s 600+ nationwide store locations.
The campaigns were structured to optimize acquisition of movers, a life-stage audience willing to try new brands and switch loyalties.
• Campaigns achieved an average of 4X ROI
• Increased response across multiple channels including web, call center and retail store locations
• Successfully reached a high-value customer and higher AOV compared to average new customer
