Helping Emma Mattress awaken a new market in the UK
Emma Mattress had launched its bed-in-a-box brand successfully in Europe but was looking to crack the UK – a hugely competitive market in which competitors had taken first mover advantage.
The MNC value
Emma is not the first bed-in-a-box brand to appear in the UK, following hot on the heels of Eve and Simba, which launched in 2016 and have benefited from a head start in building awareness. There’s little to choose between their propositions, with all three brands offering a 100-night trial, competitive pricing and promotions. And each is vying to replicate the success of Casper, which has already flipped the mattress industry in the US.
In 2017, Emma Mattress engaged MNC to give the challenger brand an unfair advantage in the UK. We developed a promotional calendar spanning offline and online activity, and our proven “test, learn, refine” approach, is enabling Emma to outperform its competitive set without outspending them.
Emma sold over 60% more than Simba and Eve combined during its Boxing Day 2018 promotion, with a mattress sold every two minutes over the 12-day period. This sent Q4 2018 sales skyrocketing by 170%, while Emma’s revenues were strong throughout the year, ending with a 246% growth in turnover.
The ambitious brand has also rolled out its mattresses in strategic retail partnerships with DFS and Carpetright, to extend convenience and choice to physical stores.
“We have firm industry sources showing Emma UK comfortably overtake our competitors, supported by MNC’s ‘challenger digital brand response’ approach. Incremental and sustainable, it’s vastly superior to any brand equity deal or brand-led out of home direction for long-term success. ”
Benjamin Quiroga-Rivera, Co-founder UK, Emma Mattress