Purple: The Bed that Broke the Internet

How We Did It

Re-engaged Purple site visitors

With relevant products through seamless native formats

Drove revenue

Achieving ROAS goals

Expanded retargeting

With dynamic product ads

The [Yahoo] ads team was there to support us along the way. We were able to give them just a few assets which they turned into the finished ads. That saved us a lot of bandwidth internally.

Rob Towne, Director of Performance Marketing at Purple

Background

The Purple story

About five years ago, a rocket scientist and his brother decided to rethink the bed-buying experience. What if you could not only buy your bed online but get a better night’s sleep, too? The brothers launched Purple in a small office just south of Salt Lake City and developed Purple Grid, the next revolution in bed materials that fixes every drawback introduced by hot, non-responsive, memory foam.

Solutions

Funnel focused

Purple’s business has seen healthy growth as a trusted, quality leader in the comfort tech space, disrupting the largest premium brands - both online and traditional retail - in the US. Purple’s digital marketing strategy engages consumers at the top of the funnel and moves them down sequentially, with a keen focus on revenue and return-on-ad-spend (ROAS). The brand partnered with Yahoo across a multitude of formats, including display, native, video, and audio - to ensure Purple’s brand was capturing consumers at every stage of the funnel.

Results

Beating the benchmark

More recently, Purple is reimagining its brand to resonate with female household decision-makers, and relies on Yahoo to provide effective solutions that inspire, inform and drive their bottom line. Overall program results across display, video and native ad formats yielded ROAS 70% above Purple’s target benchmark.