Zinus

Building a billion-dollar company where you can afford to be you.

360 Campaign

With over half a million 5-star reviews, Zinus is the #1 online mattress and furniture brand worldwide.

A decade before Casper showed up, Zinus was shipping mattresses in boxes from their South Korea HQ—pioneering what is now a fiercely contested market. Despite growing competition, Zinus’ founder saw their potential to grow into a billion-dollar company. So, the Zinus US marketing team enlisted 1P to figure out the strategy to get them there.

By placing Story at the Center, First Person transformed existing social proof into an accelerator to become a billion dollar company.

Despite growing competition, Zinus’ founder saw their potential to grow into a billion-dollar company. So, the Zinus US marketing team enlisted 1P to figure out the strategy to get them there.

Hear from Ethan Gunning from Zinus about working together.

Steps we took together

Reassess Vision and Narrative Strategy

Campaign Strategy

Develop robust influencer program

Develop 5 star review stories

Amplify with influencers and additional content

Drive conversion on Amazon

Story at the Center is at the core of everything do.

Our Approach

THE CHALLENGE

Guide the world’s #1 online mattress company to a billion dollar brand.

the solution

Tell inspiring stories about verifiably amazing products at affordable prices.

Process

Bringing customer reviews to life

With more 5-star reviews than any other mattress company, 1P saw an opportunity to leverage Zinus’ audience of evangelists by creating an animated series of stories featuring actual excerpts from customer product reviews and Zinus employees.

Each video brought a customer review to life that highlighted a crucial value in Zinus’ offering; easy assembly, natural ingredients—and most of all, the idea that Zinus puts quality within reach, with the CTA #affordtobeyou.

Illustration of a customer and a quote "After eight years of marriage, finally sleeping comfortably all night long..."

Green Tea Mattress

One happy couple shares how their newly found good night’s sleep is thanks to their cooling mattress made with natural ingredients.

An illustration of a customer and a quote "My not so fancy secret to a better night's sleep..."

Satisfying Value

A self-described “fancy person” confesses that Zinus made her realize price doesn't always equate to quality.

Customer quote "A ratcheting hex wrench?!?!..."

Bed Frame Assembly

This handyman explains the ease of assembling Zinus bed frames—and how the tools for a hassle-free assembly come in the box.

A branded background illustration of a moon

Adding a touch of influence

To further strengthen Zinus’ reputation for affordable, designer furniture, 1P connected hundreds of design influencers around the world with Zinus pieces they could incorporate into their homes, echoing the #affordtobeyou CTA through a year+ social media campaign. 1P also designed branded graphic stickers for influencers and their fans to share alongside the Zinus furniture in their homes.

ThE RESULTS

America’s #1 selling online mattress brand

12M

mattresses

sold online, delivered around the world

500

5-star reviews

and counting

The process between 1P and our Zinus marketing team on both the Influencer campaigns and other campaign work has gone extremely well. The 1P team has been a pleasure to work with and our team really enjoys working with them.

DARREN WILSON

VP, Sr. Account Director–Zinus