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An established B2B company in the mattress industry, South Bay International faced a unique opportunity to enter the B2C market with their own direct-to-consumer sleep system, Ananda. SBI had an incredible product, built from years of innovation and expertise, yet they were unsure if they could compete with established brands backed by national recognition and endless resources. How could Ananda break through the clutter, build consumer awareness and generate sustainable sales?
Orange Label conducted an extensive industry analysis, digging into quantitative and qualitative data to identify markets that matched Ananda’s unique buyer and consumer demand. Keenly focused targeting allowed the Ananda brand message to achieve critical mass, with marketing messages shared via influencer endorsements, organic and paid social media, search engine marketing, programmatic display and radio advertising.
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