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Gen Z Mattress Campaigns

Simmons is Targeting TikTok's Young Audience with #Snoozzzapalooza

— June 25, 2020 — Tech
Thanks to the way D2C bed-in-box mattresses are marketed online, there are a handful of innovative brands that have become household names—and Serta Simmons Bedding is focusing its latest efforts on making its presence known to the young audience on TikTok. Thanks to increased competition from digitally native brands, Simmons is launching #Snoozzzapalooza on TikTok, which acknowledges that many people feel like they'll be missing out on a great summer experience since music festivals and concerts are canceled.

Targeting Gen Z and young Millennials, Simmons asks: "Where would your bed concert take you?" On the short-form video platform, influencers are sharing clips of themselves having good clean fun from bed.

The TikTok campaign fits right in with Simmons' Just for Fun-ZZZ's messaging that can be seen across digital storefronts, websites and social media.
Trend Themes
1. D2C Bed-in-box Marketing - Disruptive innovation opportunity in creating unique and engaging online marketing campaigns for bed-in-a-box mattresses.
2. Targeting Gen Z on Tiktok - Disruptive innovation opportunity in leveraging TikTok's young audience to drive brand awareness and engagement.
3. Influencer Marketing on Short-form Video Platforms - Disruptive innovation opportunity in utilizing influencers to promote products and create viral campaigns on platforms like TikTok.
Industry Implications
1. D2C Mattress Brands - Disruptive innovation opportunity for D2C mattress brands to differentiate and capture market share through innovative marketing strategies.
2. Social Media Marketing - Disruptive innovation opportunity for companies to leverage social media platforms like TikTok to reach and engage with younger target audiences.
3. Influencer Marketing - Disruptive innovation opportunity for brands to collaborate with influencers and create impactful marketing campaigns to drive brand awareness and sales.
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