airweave
Introducing a category-disrupting product to a new market.
Solution
Founded in 2007, airweave is a $100 million dollar a year business in Japan, where its line of mattress toppers have reached cult status with consumers. That’s because airweave is a different kind of product. The Japanese company was founded when Motokuni Takaoka inherited his uncle’s fishing line company and saw a new use for their material—creating the internal core of a innovative new style of mattress. Made of a unique interwoven airfiber material, airweave’s mattresses are scientifically proven to help you achieve a deeper, more comfortable sleep than foam or spring mattresses.
To get our consumer to consider airweave, and grab a share of the estimated $750 million that consumers will spend in the ecommerce mattress category this year, we had to shake their perception of what a good night’s sleep delivers. Our insight was that good sleep isn’t about what a mattress feels like when you get into bed, it’s about how you feel when you wake up. The result is a new national brand campaign that aims to redefine what sleep means in the U.S.
We designed a site that replicates the in-store experience by bringing our consumer as close to our product and our brand as possible. Buying a mattress is not a quick purchase decision for most, so one of the challenges we faced was translating airweave’s product features from physical to digital to drive deeper engagement and conversion.
To achieve this, we built an interactive ecommerce experience that educates consumers by not just showing them the product, but letting them actually feel it. An interactive module, powered by WebGL, gives consumers the ability to press down on the airweave fabric vs. the competitor memory foam to see the real-time responsive nature of the mattress itself. We also leveraged airweave’s ambassadors and partnerships with top athletic and scientific institutions by creating content that allowed the full story of each collaboration to be shared in order to drive consumers from interest to purchase.
As the leading creative agency, we also used data to coach and guide the client, informing the strategies of the media and PR partners. We were able to identify friction points in the purchase funnel and alleviate them through testing and real-time data.
Results
The brand refresh fully expresses the innovative product to the new U.S. market while redefining the category shopping experience. We’ve launched a campaign that not only captures the physical benefits of airweave’s products, but thrives across channels to drive more sales.
