Snooze | TikTok Launch 2020


  • Digital
  • Social Media Campaign
  • mattress
  • gen z
  • D2C
  • Tik-Tok
  • TikTok

The 150-year-old mattress brand is hoping the “social first” campaign strategy will allow it to better compete with industry disruptors like Casper, Purple and Leesa.

Snoozzzapalooza is “an answer to the overwhelming and very boring mattress shopping experience,” said Burns Group executive creative director Nicole Lucey. And while using TikTok to reintroduce the brand to younger consumers was the plan from the beginning, it took a different turn after the coronavirus pandemic upended the usual summer schedule for young people.

“We knew our campaign had to help fill the festival void,” Lucey said. She sees the campaign as a festival itself, something that TikTok users can participate in, and that she hopes will “help Simmons earn the love of young consumers and cancel one more thing—boring mattress marketing.”