The starting point
Emma wanted to establish the importance of good sleep with new audiences and position sleep products as relevant lifestyle products.
About Emma
Emma is a sleep brand from Frankfurt am Main, founded in 2015, and one of Germany's best-known D2C stories. It sells mattresses, slatted frames, pillows and bedding direct to consumers, now in more than 30 countries.
The brand is widely known in its core markets — and that is exactly what makes additional growth hard: someone who already knows the brand and has no immediate need barely reacts to more advertising pressure in the same channel.
Our approach
We scaled the influencer marketing activity with a focus on YouTube, developed creative storytelling concepts with the right creators, and opened up podcast communities as an additional audience.
An occasion, not advertising pressure
For a well-known brand, new demand rarely comes from more impressions. It comes when someone is reminded at the right moment that bad sleep is a solvable problem. Creator formats that are already about everyday life, routine and recovery deliver exactly that moment.
Three channels with three jobs
YouTube carries the detailed explanation, podcasts reach an audience that video otherwise struggles to catch, and Instagram supplies reach and recurring touchpoints. The channels do not compete, they complement each other.
The mix stays movable
Which verticals carry only shows in operation. Rather than fixing the mix once, it was sharpened along the strongest-performing areas — the same logic we use to steer every channel.
