Original Mattress Factory | TWIST Creative, Inc. | Performance Driven Marketing for Purpose Driven Causes

Overview

Original Mattress Factory built its reputation on honesty, quality, and factory-direct pricing. But as consumer expectations shifted and competitors saturated the mattress industry with flashy promotions and gimmicks, the brand risked becoming overlooked—especially by younger consumers unfamiliar with its legacy of integrity and value.

Goal

Connect with a new generation of mattress shoppers while remaining true to the brand’s core values of transparency, quality, and customer respect.

Solution

TWIST uncovered a powerful emotional driver at the heart of the customer experience: relief. Relief from the exhausting pace of modern life. Relief from overwhelming retail choices, deceptive pricing, and pressure tactics. And above all, the relief that comes from a good night’s sleep on a great mattress—built honestly, sold transparently, and priced fairly.

Grounded in this insight, TWIST revitalized Original Mattress Factory’s market position and launched an integrated brand campaign designed to express the company’s enduring value in a way that resonates with today’s customer. The creative strategy translated product integrity into emotional clarity—across in-store signage, digital advertising, video content, and a bold new social media voice.

Results

25%

Year-over-year increase in social media engagement

22%

Increase in brand awareness across core regional markets

18%

Increase in same-store sales within the first year of the campaign

“TWIST talked to our customers and helped us understand the difference between marketing features and selling benefits. Our brand now has the same differentiation, but the expression of that differentiation is fresh and new to appeal to our next generation of customers.”

Marketing Team The Original Mattress Factory