CLIENT
eve sleep
Caroline Smith, Creative Director
AGENCY
Ben Middleton, Chief Creative Officer
Megan Egan, Creative
Andrew Gibson, Chief Strategy Officer
Lew O'Brien, Producer
Jasmine Portman, Account Director
Ciara O'Brien, Account Manager
Catherine Owen, Strategist
Dan Cullen-Shute, CEO
Pearl Metrics
Kode
Karl Poyzer, DOP
Lochlainn McKenna, Diectory
Grand Central Recording Studios
George Castle, Sound Engineer
SUMMARY
This paper is about how, in spite of the dual pressures of a reduced (and comparatively tiny) spend and competitive behemoths piling in on eve’s ‘sleep wellness’ positioning, eve was able to not only survive; but thrive.
This paper is not about incremental change or successful testing – it’s a story of how a (currently unprofitable) young brand had to spend radically more efficiently to maintain the brand, build trust, and grow quality perceptions, traffic and revenue.v How?
By claiming the higher ground
By finding new ways into proven channels
By building a highly efficient creative vehicle
