Serta | Monthly Long-Form Content
Serta was losing sleep over all the "bed-in-a-box" mattress companies popping up online. These stealthy start-ups took what was traditionally an awkward in-store shopping experience and made it a hassle-free, in-home transaction. And with a free 30-night guarantee, well, it was the stuff nightmares are made of for this mattress maker.
Serta was losing sleep over all the "bed-in-a-box" mattress companies popping up online. These stealthy start-ups took what was traditionally an awkward in-store shopping experience and made it a hassle-free, in-home transaction. And with a free 30-night guarantee, well, it was the stuff nightmares are made of for this mattress maker.
So Serta needed a way to give customers more than a hearty "thank you" for buying a Perfect Sleeper. They decided connecting with content was the answer. But, the tone needed to have personality. Style. Color and, yes, humor... but not too much. Nothing off-brand.
What we came up with was a year-long dose of light-hearted, down-home, family fun in the form of a newsletter. Every customer in the database and anyone who bought a new mattress received a monthly installment. Customers, clients, the brass at Serta and even the customer service folks couldn't wait for each new issue. The content was timely, relevant and gave Serta just what it was looking for — a personal connection with customers.
And at the annual CADM awards in Chicago, this project earned a First-Place Tempo Award in the Copywriting Craft category.
Created for Jacobs & Clevenger