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Eve shakes up agency set-up as it launches first campaign under n…

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Eve sleep marketing campaignEve has eschewed the usual agency model for a more flexible approach to create its first major brand campaign since its CMO Cheryl Calverley joined at the start of the year.

The set-up saw Calverley work with individuals across different agencies on an ad-hoc basis. For example, she worked with one person, an old colleague, on marketing strategy, production company Arthur and Martha, directors Outsider and media agency Goodstuff.

“We knew we would need to work with people who had done brilliant advertising before, but we also knew that it was going to be challenging to do that with our budget and in the time frame in the UK. So we took a slightly different approach,” Calverley tells Marketing Week.

“I have a colleague who I have worked with for a long time who helped us with the strategy. And when that was right, it felt good, clear and solid, and getting to a creative brief was fairly straightforward. Once we got there we had the confidence that we could probably do a different model, we didn’t need to go and do the support of a full agency model.”

The campaign, from brief to launch, took around three months to complete and also marks the start of a new positioning around sleeping well. That is key for Eve, which amid mounting competition in the mattress market is going from being a “mattress in a box to a bed, bedroom and sleep wellness business”.

The campaign features a new endline, ‘Rise. Shine’, and will make Eve feel like a “very big, public brand”, according to Calverley. The creative moves Eve away from its previous focus on product function to talk more about brand and the feeling of having a good night’s sleep, although the Eve mattress still features prominently.

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