A Dreamy Tiny House

Brief

Allswell, a Walmart-owned direct-to-consumer new mattress brand, wanted to allow consumers to try its mattresses and bedding IRL and build awareness for the brand.

Would you buy a mattress without trying it first? Most consumers say no. Low awareness of Allswell and the direct-to-consumer proposition made it challenging to convert online shoppers, even with the “100 Nights Risk-Free Trial.” So, how can we facilitate a meaningful IRL experience to win over consumers?

We conceived the Allswell Tiny Home Tour, which visited shopping centers, parks, and other hot spots in 17 cities over 13 weeks. Our team designed and constructed a magnificent tiny home to showcase Allswell to try the Allswell and Allswell Luxe mattresses in this unique, unexpected environment.

We also offered tasty treats from local sweet shops and a fun Instagram photo engagement. To entice data capture for the email nurture campaign, we gave consumers the chance to reach into the “Dream Jar” and pick out a discount code for up to 20% off their Allswell mattress purchase