Idle

Key Highlight: increased ecommerce revenue from $1m in 2019 to $68m in 2020

 

When I joined Growth Shop, Idle was a relatively small player in the US ‘mattress in a box’ market - dwarfed at the time by the likes of Casper, Purple and Nectar. 

Upon acquiring control of the brand, I sought to change that, revitalising the brand’s tone of voice from a tired, stuffy online store filled with clunky language and a painful lack of heart into what became, essentially, a revenue factory.

I applied an extensive, validated methodology of messaging testing and audience research (both qualitative and quantitative), drafting, redrafting and retesting over the course of just a few weeks before landing in the precise Goldilocks’ Zone that the Middle American consumer was crying out for.

They didn’t care about thread count. They didn’t even know what half the features the existing site was shouting about even were - let alone how any of them would make their lives tangibly better. All they cared about was feeling in control - feeling confident in the company they were about to pay $2,000+ to without even trying the mattress first themselves.

Armed with this, I completely refreshed and revitalised the brand TOV and core messaging into something straight-talking, stripped back and, above all, benefit forward. Gone were any mentions of memory foam grade, in their place came crisp, clean copy outlining how an Idle mattress would keep you cool in summer, toasty in winter and comfy all year round.

Working as project lead in collaboration with the CRM, Design and CRO teams, I implemented this fresh tone and messaging across all channels - which led to a universal uptick in results across each funnel, from email to paid ads, on-site to offline.

I even project managed three separate product and lifestyle photoshoots during the pandemic - breathing life into a brand that had become stale, stuffy and outdated.

Standout results included:

  • Building a multi-channel CRM funnel which went from a standing start to $11m in direct revenue in just 10 months

  • Increasing on-site CVR by 190% through revitalised messaging and rebranding alone - all this despite also increasing site traffic by a factor of 20

  • Increasing overall website engagement by 232% in just three months

  • Doubling product add-to-cart rate


See for yourself: