We started working with Best Sleep almost immediately after they hit the market — they already had a factory and established wholesale channels, but their new retail showroom wasn’t attracting a steady stream of customers.
Here's what we accomplished during our collaboration:
Developed the Core Content Strategy
We decided to focus on a multi-step, personalized approach, premium service, and in-house manufacturing.
We set the tone: given the brand’s rich history and strong values, our communications were crafted with meticulous attention to detail, genuine care, and a friendly yet confident manner — qualities that have always defined them.
Additionally, we introduced engaging content series that eventually attracted our most loyal customers — for example, presenting mattress models through the lens of well-known fairy tales.
Identified the Flagship Product
We pinpointed anatomical pillows as the key product driving customers to their mattresses. In three years, the average order value tripled, and demand increased significantly.
Defined the Promotional Strategy
We determined that the bulk of sales would come through influencers. Interestingly, this included partnerships that were initially unexpected for the business owners — such as collaborating with sex blogger Arina Vintovkina.
We also secured partnerships with a luxury dry cleaner, a boutique specializing in handmade candles, and an adult boutique.
Designed the Website from Start to Finish
I personally created 90% of the website’s content, including its structure and text content, such as product catalogs.
Overall Impact
Even after facing sanctions, Instagram blocks, and other challenges in recent years, BS continues to successfully sell mattresses online. Content is now published consistently without my involvement, the website requires minimal ongoing updates, and customer communication channels are fully optimized (I even wrote the scripts).