KUHL Sleep’s Instagram launch earned 1.3M impressions in four months
Jerome’s Furniture created KUHL Sleep as a cooling mattress-in-a-box brand. Noah Woods, now founder of Woods Marketing, wrote KUHL’s brand story, ran its influencer program and built the full go-to-market digital strategy. Instagram started from zero, and from March to July 2020 it published 59 posts with lifestyle creators.
zero lost
From the KUHL Sleep Instagram business profile report, March 3 – July 11, 2020. Average daily reach was 7,380 accounts.
Make cooling visible, and let sleepers say it
A mattress in a box is hard to sell from a photo. The content plan mixed product education (temperature regulation, support, easy setup) with creator partnerships that showed real people unboxing and sleeping on KUHL.
Creators included @thebarbieblank, @louievito, @being.the.brothers, @joebcoba and @megcrosson, who ran a paid partnership giveaway for the brand.
Creators and a clear hook
| Top post | Hook | Engagements |
|---|---|---|
| Jul 8, 2020 | “Calling all hot sleepers” with the cooling technology story | 162 |
| Jun 13, 2020 | “All you need is sleep + a Kuhl mattress, just ask @thebarbieblank” | 105 |
| Jun 29, 2020 | Temperature regulation, support and pressure relief | 76 (24 saves) |
Publishing mix
Consistent hashtags
#kuhlsleep, #mattressinabox, #mattressshopping, #southerncalifornia, #affordablemattress, #bedinabox, #bestmattress and #californiamade each tied to about 2,400 lifetime engagements.
Launch with people, not just product
Borrowed trust grows fast
Two of the top three posts named a creator or a hot sleeper’s problem. New brands need other people’s voices first.
Lead with the problem
“Calling all hot sleepers” was the top post. Naming the customer’s problem beat product features.
Show up every week
59 posts in four months kept the account active while the audience grew from zero to more than 4,000.
Source: Instagram Business Profiles report for KUHL Sleep, March 3 – July 11, 2020, including the performance summary, audience growth, publishing behavior, top posts and hashtag performance. Creator post view count from a screenshot of the creator’s post.
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