Endy

The objective

Dreaming up new audiences through strategic targeting

Endy is one of Canada’s leading mattress brands, designing and manufacturing mattresses, bedding, and sleep essentials made for how Canadians actually live and sleep. To support the growth of their new product line, Endy Petit, designed specifically for kids aged 5-12, the brand sought to reach and engage with parents and families. Endy looked to TikTok to foster authentic connections with this audience and build trust in their product’s unique features. The goal was to optimize with a full-funnel approach built for every stage of the journey, from introducing the brand to new families to ultimately turning browsers into buyers.

The solution

Scaling brand affinity through high impact placements and smart automation

Endy utilized a dual strategy to capture parents’ attention and drive conversions by pairing high-impact branding with automated solutions. By leveraging Pulse, the brand secured premium adjacency, placing Endy Petit alongside the top 4% of trending, culturally relevant parenting and family content on the platform. This ensured they showed up right where parents were already engaged, driving both visibility and credibility. To turn this awareness into action, Endy integrated Smart+, TikTok’s automated performance solution, optimizing delivery towards audiences most likely to convert. Paired with this, they also tapped into Campaign Budget Optimization (CBO), streamlining spend and maximizing efficiency without constant manual intervention. This allowed Endy to maintain a premium presence at the top of the feed while scaling their sales through a data-driven approach. 

For the creative, Endy honed in on messaging focused on better sleep and well-being. They chose the tagline: ‘Sleep Better, Shine Brighter’, emphasizing the connection between better sleep and a child’s emotional and developmental growth, creating an aspirational parenting win. Additionally, they also collaborated with creators to run Spark Ads that drove to the brand’s TikTok account. 

To analyze measurable impact, the brand also opted for a Brand Lift Study in order to get an accurate picture of Ad Recall and Brand Favourability.

The results

Resting easy with record-breaking brand lift and incremental growth

The campaign proved that a full-funnel strategy is a winning formula for Canadian retailers looking to move audiences from discovery to checkout. Endy achieved an exceptional +16.2% lift in Ad Recall, significantly outperforming former benchmarks. The Brand Lift Study further validated the strategy with a +10.6% increase in Awareness and a +5.7% lift in Brand Favorability, proving that the message resonated deeply with parents.

In addition to this strong performance, the brand saw an overall 17% above-benchmark lift in Return on Ad Spend (ROAS), demonstrating how TikTok drove audiences down the funnel, contributing to the success of the Endy Petit line.

Now that’s how you sleep soundly, and wake up to success!