The CEO of mattress company Purple has spoken about how partnering with influencers has benefitted the brand.
Speaking at the New York-based retail conference CommerceNext 2019, Joe Megibow commented on how influencers have helped Purple reach a new audience through online marketing.
Megibow stated that the company has generated over 1.5 billion video views in three years, and its next move is to utilise influencers in order to connect with a different demographic.
Purple has teamed up with lifestyle influencers, particularly those embedded in bridal, parenting and interior design spaces.
“This is [for] moms and women and people who manage the look and feel of their home,” said Megibow, as reported by WARC.
We spend 30% of revenue on marketing, we put a lot of money behind thisJoe Megibow, Purple CEO
“This is the female head of household, who is the buyer of furniture, mattresses, bedding and [products for the] bedroom … [We’re] starting to recognise that we’ve got a connection with them as well.
“For all the money that we’ve spent – and we spend 30% of revenue on marketing, we put a lot of money behind this – it’s interesting that the number one self-reported way that consumers hear about Purple is word of mouth."
Purple is not the first mattress brand to heavily incorporate influencer marketing into its strategy. Mattress retailer Casper tapped into content creators on multiple levels - promoting its products on YouTube videos, podcasts and blogs. Casper frequently sponsors creators such as Rooster Teeth and Dude Soup and Kinda Funny.