Emma

The Objective

Awaken your best - every morning.

Dream on, right? Or maybe not! Thanks to the multi-award-winning mattresses from Emma Sleep (@emmasleep_dach), you can sleep your best and feel your best every day.

The story begins back in 2013, when founders Dennis Schmoltzi and Manuel Müller set out to make mattress shopping easier and more enjoyable.

Over the next few years, the outstanding success of their venture grew exponentially. Not only does the company now employ 1000 “Emmies” across 5 offices worldwide, it has also launched its own Sleep Lab for sleep tech innovations.

The results are impressive – from Diamond Degree® technology for optimal temperature regulation, to the Emma Motion mattress, which is powered by AI and silently adjusts to the sleep position of its owner every night.

Emma also aims to be climate-neutral by 2030.

It’s clear that this Frankfurt-based company isn’t afraid of ambitious goals – including when it comes to its advertising objectives. For Black Friday and Cyber Monday, the company planned to target an impressive 13 countries around the globe, from Germany and France to Brazil and Mexico. The target? Deliver 4x ROAS. TikTok didn’t need to be asked twice.

The Solution

For a strong start, Emma sought support from creative partners via the TikTok Creative Exchange (TTCX), asking them to develop content in the perfect TikTok style.

Thanks to In-Feed Ads, the content had truly native vibes: The creatives were organically placed in the community’s “For You” feed. Emma’s two-week performance campaign included over 100 assets in 8 languages. The campaign consisted of several phases, culminating in the grand finale on Black Friday.

The Events API allowed the company to attribute conversions more precisely, position offers more effectively, and achieve greater reach.

And Emma wouldn’t be Emma if the concept behind the content hadn’t been spot on. Setting up a premium bed frame with matching Emma mattress in front of London’s iconic Tower Bridge, ready for a marathon shopping spree – that was a pretty good start. But what made this particular video genius was putting a wheel of fortune next to the bed and offering passersby the chance to win great prizes.

The creatives for the 12 other markets were no less brilliant. In Germany, interview beds were set up in pedestrian zones, with locals being invited to lie down, relax, and chat on an Emma mattress. Interviewees were asked questions like “Who wouldn’t you kick off your Emma mattress?”. They answered in all kinds of ways, from a loyal four-legged friend and an ex-girlfriend (we’re glad to hear they still feel that way) to Chris Hemsworth. And no wonder people felt comfortable enough to open up – they were experiencing the incredible feeling of an Emma mattress.

It’s difficult to give up this comfort once you’ve felt it, but luckily no one had to go without for long: Countless Emma mattresses were given away to the interviewees for free. And that’s how hype is created, offline and online. Thanks to Video Shopping Ads (VSAs), the community was able to shop to their hearts’ content directly via the creatives – it was Black Friday, after all!

The Results

Let’s not forget that Emma had started out with the not-inconsiderable goal of hitting a 4x ROAS. The question was, would they be able to do that with TikTok?

Absolutely, as it turns out. Emma came, saw and rocked TikTok: Black Friday saw an ROAS of 4.09 for these mattress champs – with a turnover of 1.4 million euros.