Mattress Firm

Hannah Miller, Senior Brand Manager
Sam Bennett, SVP Marketing & Brand Strategy
Dominic Fails, SVP Media

Lopez Negrete Communications *Lead Agency

Alex Lopez Negrete, President & CEO
Fernando Osuna, Chief Creative Officer
Alex Garcia, Executive Creative Director
Anne Davie, Executive Group Account Director
Claudio Milczewski, Director of Broadcast Production
Patrick Lopez Negrete, Director of Brand Strategy
Gerry Loredo, Director of Business Analytics
Daniel Milan, Creative Director
Luis Rodriguez, Associate Creative Director
Jorge Gomez, Account Director
Mario Flores, Associate Research Director

Mattress Firm hadn’t advertised to Hispanic shoppers in over three years. Thus, brand awareness and understanding of the brand value proposition among Hispanics was low. “Hablemos de tù descanso” (“Let’s Talk About Your Sleep”) was an integrated marketing campaign that brought the brand and its core value proposition to life and establish the credentials of the Mattress Firm Sleep Experts. The campaign increased brand awareness by 40% and improved key brand health metrics and purchase intent. It made Hispanic guests feel more welcome at Mattress Firm stores.