Mattress Firm – Junk Sleep

The challenge

Mattress Firm wanted to create an AR experience as part of their “Junk Sleep” campaign going into 2022. The campaign aims to educate users on ‘junk sleep’, a term they coined about tiredness resulting from a bad night’s sleep due to a bad mattress. The campaign aims to encourage people to get a better night’s sleep by having a better mattress. Mattress Firm didn’t want the experience to connect with their online store or branding, instead they wanted to focus on delighting and educating users with a funny AR filter.

Our approach

The AR filter, published on Instagram, makes users look tired while making a pillow and pyjamas appear behind their head and on top of the body. It works on both the front-facing and the back-facing camera, making it ideal for selfies, or to take funny photos or videos of friends and family.

The entire project was done through Poplar Studio’s self-service creative platform. The brief was posted and a multitude of AR creators expressed their interest. Out of these, six creators were asked to provide concepts. The client saw the concepts and picked their favourite one, Paula Casado’s. Then, throughout production, Mattress Firm communicated directly with the creator using the collaboration tools on the Poplar Studio self-service platform.

We at Mattress Firm could not be happier with our first AR filter experience. Everyone at Poplar Studio really helped guide us through the creation process, taking what started as a small idea and bringing it to life better than we expected! All of our questions, our concerns, and adjustments to our very tight timeline were quickly addressed and handled with professionalism and care. In the end, our AR filter helped to drive a significant increase of visitors to our profile and to our website via Instagram.

Justin Ramsay, Manager Social Media at Mattress Firm.

Outcomes

The AR effect is now finalised and will be available on Instagram, aiming to make it as shareable as possible among their followers.

The team at Mattress Firm described the AR creation process as smooth and well handled, and enjoyed working as a collaborative team. For them, the ability to have concepts to choose from in order to pick their creator was a deciding factor.

The team also expressed their appreciation of Paula Casado’s talents as an AR creator, and excitement to see how the AR filter will do on Instagram. They are confident that the filter will be well received, and have already expressed an interest in creating more down the road.

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