Purple has taken the online mattress market by storm with an objective to innovate. After launching on September 23, 2015, a viral marketing campaign has propelled Purple to rapidly increase their earnings to about $200 million annually for the past couple years.
In fact, their mattress campaign was so interesting and convincing, that even I took the bait and bought one of my own two months ago. So what’s so compelling about it?
Watch this video to see for yourself:
The Purple campaign uses a witty and sarcastic “education-and-entertainment” approach to really keep its viewers interested. One memorable one-liner that I couldn’t help but laugh at was the following knock on a competitor mattress: “The soft mattress – it starts out OK, but collapses over time like some cheap sneakers or Anakin Skywalker.”
This is a prime example of the Zeitgeist Principle. Online culture, events, and opinions are unique and are typically dominated by younger generations. Such a reference to Anakin Skywalker caters to two generations at once: 1) Those who grew up knowing the original Star Wars Trilogy, and 2) those who were kids during the prequels. This clever incorporation of culture manifests itself throughout the entire theme of the advertisement as the old children’s tale of Goldilocks and the Three Bears is cleverly and humorously referenced throughout the video which also contributes to The Story Principle. A narrative is built around a well known fairy tale, yet humorously integrates topics like chronic back pain with which many people can identify and relate.
The Principle of Expectations also manifests itself throughout the campaign. Purple builds up such a seemingly incredible mattress that is 1) designed by a rocket scientist and 2) can cradle raw eggs holding 1400+ lbs. This leads viewers’ to expect a monumental purchasing price. It’s stated that most high end mattresses cost $5,000, but then revealed that the Purple mattress can be purchased for $1,000. A viewer now perceives that he or she is getting a high-end mattress for $4,000 less.
The Principle of Least Resistance appears throughout the campaign. People naturally do not want to work hard to get what they want. Borrowing a truck to haul and transport a mattress can be a huge deterrent. One highlight of the campaign is that Purple will ship the mattress to your door for free. You also get 100 days to try to it risk free. This is an ingenious way to remove resistance that some people feel.
The Progress Principle can be observed as Purple markets a new grid technology for which they hold 15 patents. Memory foam, feathers, water, springs, and various other technologies may be yesterday’s news in the mattress world as innovations in material change the lifespan and comfort of a bed. Some people are ready to try something new.
The Presentation and Attention Principles are used to Purple’s advantage. Their message is loud and unconventional. Their salesperson or spokesperson throughout their campaign is not a well-dressed man or woman in business attire. Rather, it is either a girl dressed as Goldilocks or Sasquatch. Purple overtly seeks to be noticed, and they present themselves in a way that fits the entertain-and-educate narrative. The color and brand name itself are crucial components of attention grabbing and presentation.
Effectively utilizing these sea scape principles has allowed Purple be successful in a highly competitive mattress market. Purple has sought to innovate and I believe they have done so not only in the mattress world, but the marketing world as well.