Goal: Drive mobile conversions among new and existing customers
Solution: Combine the power of Predictive Audiences with interactive 360 panoramic native tiles and native video formats
Results: Interactive native formats reached people more likely to convert, helping Purple successfully surpass ROAS benchmarks by 130%1
Since its inception in 2016, Purple has turned the mattress industry on its head using direct-to-consumer and digital marketing tactics.
Purple and Verizon Media expanded their partnership to drive mobile engagement among customers looking to buy a new mattress. Utilizing deep learning the campaign tapped into the power of Predictive Audiences and retargeting strategies to reach people more likely to convert. It then engaged consumers with a portfolio of native experiences including display, video and interactive 360 Tile formats, which drove campaign performance and increased ROAS.
A disruptor at its core, Purple worked with Verizon Media to showcase the creativity and on-brand humor Purple is known for through media-rich 360 native Tile experiences. The interactive feature with touchpoint capabilities welcomed users into a virtual mattress lab, where consumers could learn about Purple’s “comfort magic” science. The strategy cleverly boosted brand awareness and drove lasting mobile engagement.
"Creating authentic content that resonates with our consumers is key to our digital marketing success. Verizon Media has helped us execute more innovative native advertising techniques and creative formats to successfully deliver a great experience on mobile platforms where we find today's customers." - Rob Towne, Head of Search and Display Advertising, Purple.
Purple's campaign blew its CTR benchmarks out of the water using advanced native features and captivating native video. Ultimately overachieving on its ROAS target by 130%!
Purple’s innovative digital approach proves that the mattress buying experience can be fun, putting boring industry stereotypes to bed for good.
¹Verizon Media, internal campaign reporting