Tuft & Needle

One of the original innovators of the foam mattress-in-a-box, T&N is known for the innovative “bounce-back support” of T&N Adaptive® foam and their superior customer service.

Task | Introduce Tuft & Needle’s four new Foam and Hybrid mattresses while highlighting the new hero’d benefit “responsive comfort.”

Contribution | Created all copy across retail and social channels. Penned both names and descriptions for new technologies. Leveraged the success of T&N Adaptive® foam’s bounce-back support and customer service. Maintained the brand-wide tagline “Wake up, awake.” Coined the new collection tagline, “A brand that listens, a mattress that responds.”

Result | DTC AGS + 90% vs previous year and +7% vs budget YTD

Product Video

With an informal brand voice and benefit-led marketing strategy, I chose to highlight the new mattress’s:

  • Maintained use of famed T&N Adaptive Foam

  • Responsive comfort, provided by T&N Flex Foam

  • Exceptional breathability

  • Support, provided by individually-wrapped coils

  • Convenient MIB delivery and setup

Homepage

My notable accomplishments across the relaunched homepage include:

  • Maintaining the brand’s fun, informal voice

  • Leveraging the success of T&N Adaptive foam’s “bounce-back support” — making sure to include that this material did not disappear from the new collection

  • Clearly correlating key materials to their benefits

  • Clearing any opportunities for confusion by explaining the collection’s nomenclature

    • Customers may find the new collection confusing, as it maintains the name of the old collection, yet includes vastly different materials

  • I coined a key, purchase-driving phrase, “Our foam isn’t memory foam—it’s even better”

  • I reinforce the knowledge that all mattresses ship in a box

  • I reiterate key value propositions at the high level

  • Educate the customer on the differences between Foam and Hybrid construction types

  • Aid the ease of user experience with provided instructions for how to toggle between mattress types

  • Execute a compare chart with key SEO keywords, which led to an 21% conversion increase

Mattress Compare Page

Carousel Images

Concept Creative Direction | Courtney Stewart

Art Direction | Molly Riggs

Design | Francis Avery

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