The Summary
Entering a new market is never simple — especially when you’re launching a mattress brand with zero local recognition. Sleep Innovations needed to establish brand awareness in Mexico from the ground up, drive product discovery for their “Mattress-in-a-Box” launch at Walmart Mexico and build a social presence that could sustain momentum long after the initial campaign ended.
The Strategy
Market-Specific Influencer Partnerships
Rather than applying a one-size-fits-all approach, we built a hyper-local influencer strategy targeting the three key metropolitan markets where Walmart Mexico has the strongest retail presence — Mexico City, Guadalajara, and Monterrey. Each partnership was selected for cultural fit and genuine audience trust, not just follower count.
Retail-Driven Social Content
We designed content with a clear purpose: driving consumers from their feeds directly to Walmart. Every piece of influencer content was built around the path to purchase — creating awareness, building desire, and making it easy to buy.
Owned Channel Growth
Alongside the influencer campaign, we launched and grew Sleep Innovations’ TikTok channel from zero — building a brand-owned platform that could continue generating value beyond paid partnerships.
The Execution
Our team developed a multi-layered campaign strategy built for both immediate impact and long-term brand equity:
12 Paid Influencer Partnerships: Activated creators across Mexico City, Guadalajara, and Monterrey, ensuring regional reach and culturally relevant storytelling
TikTok Channel Launch: Built and grew the brand’s TikTok presence from scratch to 1,852 followers in under three months, establishing an owned content engine for ongoing engagement
Shoppable Content: Created platform-native videos — including unboxing, lifestyle, and sleep reset content — designed to drive direct link clicks to Walmart’s ecommerce platform
Performance Tracking: Monitored weekly units sold data across ecomm and in-store channels, using real-time sales signals to optimize content and partnership performance throughout the campaign
Bragging Rights
Boosted brand awareness for Sleep Innovations’ launch at Walmart Mexico through social content and 12 paid influencer partnerships across Mexico City, Guadalajara, and Monterrey. Launched the brand’s TikTok channel and increased social impressions by 231,719.6%. The campaign also resulted in a 3x increase in ecommerce sales.