Wakefit.co’s Diwali campaign records 1 million views in a week

The Bengaluru-based start-up's subscriber base also doubled in a week

e4m by exchange4media Staff
Updated: Nov 8, 2019 6:18 PM
Wakefit campaign

Anybody who has shopped for a mattress at a store will relate to that uneasy feeling of being taken for a ride. The so-called discounted rates, the relentless industry jargon, and the overwhelming sense of chaos are all-too-familiar experiences.

Wakefit.co launched a brand-new social media campaign with a humorous take on ‘Online vs Offline Shopping | Funny Honest Shopping Experience’ campaign and within a week, the satirical YouTube video garnered over one million views.

The Bengaluru-based start-up's subscriber base had doubled in seven days. During Phase 1 of their Diwali sale, Wakefit.co recorded a 163% increase over the weekly festive revenue from last year and sold a total of 30K units.

Commenting on the campaign, Chaitanya Ramalingegowda, Co-founder and Director, Wakefit.co, said, “We have been hearing customer stories on how shopping for mattresses at stores is an unpleasant experience. Once they switch to online shopping, they are pleasantly surprised to discover that it can be a stress-free and cost-effective endeavour. Our latest campaign captures this reality in a delightful, tongue-in-cheek manner. We are thrilled that so many people could relate to the video. Hopefully, this will pave the way for more demand for online mattress shopping. As India’s largest online sleep solutions provider, we are looking to reach one million customers by next year, clocking revenues to the tune of INR 300 crore.”

Traditionally, mattresses in India have been a part of ‘impulse buying’ and ‘need-based’ purchase for customers. Only if a customer was moving to a new house or shifting cities, would he/she buy a mattress – and that too from a neighbourhood shop selling ‘gaddas’. Even today, over 80 per cent of the mattress industry in India is unorganised and unbranded.

Since its inception in March 2016, Wakefit.co has been steadily disrupting the market with its innovative sleep products. Thanks to growing customer awareness, increasing disposable income and willingness to invest in healthier alternatives, people have become more discerning in their choice of products. Besides, the e-commerce penetration in India has evolved from four per cent in 2009 to more than 35 per cent in 2019.

In order to highlight the confusion that consumers face when they set out to buy a mattress, Wakefit.co campaign adopts a comical take on the mattress shopping experience at local mattress stores. Typically, in a local mattress store, the salesman tries to get consumers to buy mattress variants that are likely to fetch them a good commission. They upsell mattresses with superficial qualities and aren’t really concerned with the sleep quality per se. What’s more, these mattresses are priced exorbitantly, with hidden costs of middlemen, overhead costs and the like. The campaign encourages consumers to look beyond the world of phoney mattress stores and to get online for a hassle-free mattress shopping experience. And yes, there’s a 100-night risk-free trial too.

‘Online vs Offline Shopping | Funny Honest Shopping Experience’

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