Harmon Brothers – The Original Viral Video Agency
CASE STUDY
“When we showed the creative to our wholesale partners the response was very strong. Right away two of them said, ‘send it to us, we’ll run it with our own money.’ That’s a success for us because it’s somebody spending their own money to air the Purple brand.”
– Keira Krausz,
Purple CMO
THE CONTENT
- Message testing was conducted on Meta using still ads.
- The video, launched in November 2024, was directed by Creative Director Kaitlin Snow.
THE ASK
Make remarkable creative that generates both sales and high engagement in the top and mid funnel.
“We want to reintroduce ourselves to the world as a relevant and FUNNY brand that cashes in on the credit of our viral ads from years ago but doesn’t rely on them for newer messaging. We don’t want to replicate what we did in the past, but we do want to re-embrace the spirit of what made it special, while translating it to 2024 and beyond.”
– Keira Krausz – Purple CMO
THE STRATEGY
Purple approached us with a clear vision: spotlight the GelFlex Grid as the key differentiator and focus of the campaign. To ensure that the messaging used in the campaign would get engagement as well as drive consideration we did a round of message testing before writing the script.
The standout claim, “Reduces aches and pains by 40%,” performed exceptionally well in message testing, proving to be an effective thumb-stopper in grabbing attention. Other insights highlighted the importance of leaning into humor, leading with results, emphasizing unique selling points—such as suitability for side sleepers, the balance of softness and firmness, and explicitly justifying the investment with messaging like “You’re worth it” and “Best investment.”
EXPERIENCE THE NEW PURPLE CAMPAIGN ABOVE
THE EXECUTION
It was essential for the video concept to seamlessly incorporate multiple value propositions, while maintaining a clear focus on the key differentiator: the GelFlex Grid.This would allow for flexibility in creating cut-downs and standalone ads. Of the six concepts presented, Purple selected Aches & Pains, featuring two minions who have lost work due to Purple beds “reducing aches and pains by 40%.”
The script was crafted to function as a cohesive long-form video as well as10 standalone spots. It was deployed across Meta, YouTube, CTV, and linear television.
On Facebook, the ads naturally self-selected top performers, with performance ranging from 4,200 impressions to 3.2 million—a testament to the importance of testing multiple creative assets against one another.
This strategic, multifaceted approach ensured the campaign maximized its reach and impact while maintaining a strong connection to Purple’s core brand values.
THE RESULTS
YouTube
“The long form is doing quite well on YouTube and online video, which is ironic since I recently told the Purple team it’s not the same era as Golidlocks– long form is tough to make work. But it’s working.” – Keira Krausz – Purple CMO
- YouTube favored the long-form (2:39) creative, allocating the highest spend to it over six Aches & Pains cut-downs.
- 4.1M views after one month, 38% view-through rate (30+ seconds)
- Aches & Pains is the only other asset to hit a 38% view through rate with the original Goldilocks ad at 49%
- 1,558,000 viewers watched at least 30 second
CTV Performance
“Our CPV has improved each week in December, which we believe is directly impacted by the introduction of Aches & Pains” – Keira Krausz – Purple CMO
- Purple ran a 15 and 30 second Aches & Pains spot against their optimized internal creative asset nicknamed Animals
- Aches and Pains spots outperformed Animals on publisher direct deals (media bought directly from Peacock, Paramount+, Roku, Tubi, etc)
- 16% better CPV (cost per website visitor) for :15
- 2% better CPV for :30
Linear TV Performance
“The CPV (cost per website visitor) on the :60 is the same as the 30, which is very good.”
- 15 second spot
- 34% lower CPV than Purple’s Black Friday Selling Spot.
- Aches & Pains ad had no offer and out-performed the Black Friday offer. Instead Aches & Pains’ call to action was “don’t go to Purple.com and don’t visit a Purple store.”
- 34% lower CPV than Purple’s Black Friday Selling Spot.
- 30 second spot
- Has 18% lower CPV than “Animals,” Purple’s internally created content.
Meta Performance
- Pain Reduction Short 1: one of 10 cutdowns delivered
- This was the campaign’s best performing asset on Meta with more impressions than all other campaign assets combined. This shows the importance of delivering multiple assets for optimization on Facebook.
- Ranked third in overall FB account spend and the highest spend for non-UGC content.
SUMMARY
Purple, with its deep understanding of brand identity, market research, and customer insights, sought to recapture the magic of its most successful video—the iconic Goldilocks egg test created by Harmon Brothers. Partnering with us once again, Purple is embracing a humorous and playful campaign that’s reinforcing its identity as a fun, innovative brand—not just another boring mattress company.
By combining Purple’s vision with Harmon Brothers’ creative expertise and best-in-class execution, we delivered a campaign that not only met but exceeded their goals. We’re incredibly proud of the results and the lasting impact of this collaboration.
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