YOUP Sleep is definitely on to a winner. An innovative, personalised-fit pillow, tailored to the consumer’s body and sleeping position. Not ‘one size fits none’, but tailor-made pillows that allow your neck and back to adopt a natural posture. The name says it all: Your Own Unique Pillow. A product this valuable deserves to be positioned perfectly in the market. That is where ZUID came in.
YOUP Sleep has big ambitions: to conquer the American market. That wasn't unrealistic with a premium product like the YOUP Pillow. At the same time, the brand struggled with sales because the pillow was not positioned as sufficiently premium in the market. The story of YOUP was clear; it was ZUID's task to convey.
We started with a new proposition to create that premium feeling. YOUP is the brand for people who take their sleep seriously. Who focus entirely on custom-fit pillows. That was the story we set out to tell. To steer all communication in the right direction, we devised a new overarching concept: stop looking for comfort in the wrong places. We presented people in the strangest positions, with their heads on melons or a barbell: comparable to lying on a generic pillow. The alternative? YOUP, of course.
We immediately aimed high with a new, premium website, entirely designed, built, and written by us. We built a new, multilingual Webflow website centered around the pillow and the revolutionary PillowScan, all linked to Shopify. The frictionless user flow leads every visitor to the scan based on which your personalised-fit pillow is configured. A no-app scan that combines your unique body measurements with your sleep preference and converts that into Your Own Unique Pillow.
To truly gain a foothold, we are focusing on targeted, hyper-local campaigns and organic content on Meta, YouTube, and Reddit, as well as user-generated content. Initially focused on New York, to subsequently conquer all of America from the city that never sleeps with the ultimate night's rest.
By now, YOUP stands as the premium brand it deserves to be. The website attracts attention and the scan is being performed en masse. The rebranding resulted in the premium brand that YOUP Sleep was looking for. The American market is being conquered, one pillow at a time.
Want to get the most out of a unique collaboration too? Experience the ZUID effect.
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Beyond the unexpected
