CHALLENGE Winning Product of the Year for Quilted Northern Ultra Plush is kind-of a big deal. This was an awareness campaign, meant to get the word out about Ultra Plush and ultimately differentiate it from other premium brands.
GROWTH My team had a challenging role. It led us a few different campaigns, focusing on the “win” story. One was that it was so awesome only the elite knew about it, and the others focused on fame. We launched a digital ad campaign featuring Ultra Plush in a different way every quarter, maximizing gains through social and click through matrix, adjusting as real time data came though for every launch.