Dear You Campaign for Allswell Home
Allswell Home is a newcomer to the mattress retail landscape, and is hoping to introduce its Luxe Hybrid mattress as its hero product. The “Dear You” campaign approaches the customer through customized content at specific touch-points with a personalized tone. Speaking directly from the perspective of the Luxe Hybrid, the campaign delivers the message the Allswell is perfect for them and their life.
Role: Art Direction / Design / Copy
This campaign is spec work, and was not created under the employ of Allswell Home.
Wanting to reach customers during their daily commute where they might be excitedly thinking of sleep or relaxation, I designed a subway takeover (above) that directly speaks to the riders. Taking the voice of their mattress, the ads urge them to come home and sleep.
If they aren’t in transit, people are surely on social media. I designed a series of Instagram stories (shown below) that directly address the customers and communicate how the Allswell mattress is good for everyone. And since engagement is also important, one of the stories makes use of the polling feature.
The campaign can further extend its outreach to mail which it ties in nicely with. Reaching out to customers with a postcard offer (as shown below), we provide a code that gives them a discounted price on their first order.
Images and graphical elements used in this spec campaign were taken online and not provided by Allswell.