Breaking Into The Mattress Market

Leveraging on the Influential Power of KOL

THE BRIEF

Staying true to the vision to promote a prestigious lifestyle through luxury furniture, Rozel is looking to further expand their premium offerings with Rozel Maxiflex, the brand’s first ever mattress range. However, the bold ambition was impeded by a nationwide lockdown during the pandemic.

With an inability to deploy conventional marketing efforts, we had to create a truly fluid marketing plan from the ground up by tapping into online touchpoints using only existing campaign assets.

THE STRATEGY

Leveraging on the undeniable star power of Farah Ann as the face of Rozel Maxiflex, our creative collaterals were specifically designed to spotlight her endorsement, further placing weight into the unique positioning of the collection.

Followed by a comprehensive online strategy with branding and ambassador videos, giveaway contest, supplementary posts on social media and supported by online media coverage, the overall campaign was a resounding success thanks to its eye-grabbing visuals and impactful product messaging.

RESULTS (ACHIEVED WITHIN 3 MONTHS)