Sleep Number makes the uniquely adjustable and extraordinarily comfortable Sleep Number Bed, which it sells through its 400 stores nationwide. That’s the only place it sells them — a fact we discovered consumers were completely unaware of.
So we created TV campaigns to do three jobs: Using real people (a Hyperbolous specialty), we convincingly demonstrated the experience of discovering the wonders of the bed for the first time. Using real employees set in a real Sleep Number store, we underscored the fact that this bed can’t be found just anywhere. And using people in beautiful home settings, captured with stunning photography and arresting copy, we made the bed irresistible to anyone in the market for sleep.
The result was 18,000% stock growth and 13 straight quarters of double-digit year-over-year growth. We chalked that up as a win.