Despite being a household name in sleep solutions, Kurl-On faced challenges in activating younger audiences, increasing store visits, and educating consumers on the benefits of premium mattress products in non-metro cities. Traditional media delivered awareness but lacked personalization, while digital ads had low recall. The brand needed a mobile-first strategy to drive purchase intent, educate prospects, and nurture interest through the buyer journey especially via smartphones.
Our Approach:
Recro Media implemented an integrated mobile marketing strategy to reach audiences on the platforms they use most WhatsApp, mobile web, SMS, and voice. The focus was on sleep education, product discovery, and retail footfall activation using location-aware and behavior-driven mobile messaging.
Key Initiatives:
- Sleep Health WhatsApp Series:
Interactive WhatsApp flows offering tips on sleep posture, mattress selection, and lifestyle content, ending with product recommendations.
- Geo-Targeted Push Notifications:
Location-based mobile ads and alerts promoting nearest stores, limited-time trials, and local offers.
- Short Video Campaigns (10–15 sec):
Sleep myth-busting content and comfort demos delivered as mobile-optimized vertical videos, featuring influencers and testimonials.
- Missed Call & Callback System:
Low-data engagement mechanism where consumers could give a missed call to receive callbacks or access curated offers via SMS.
- Mobile Loyalty & Review Drive:Follow-up SMS/WhatsApp nudges post-purchase requesting reviews, user-generated content, and referrals via mobile-exclusive incentives.
Results:
- 18% increase in walk-ins to Kurl-On retail outlets across Tier 2 and Tier 3 cities
- 38% opt-in rate for the sleep wellness WhatsApp series
- 27% uplift in engagement from mobile video campaigns versus traditional social posts
- Over 45,000 missed calls received in 6 weeks, leading to 9,000 callbacks and 2,300 conversions
- Improved brand positioning as a wellness-centric sleep brand, especially among Gen Z and millennial consumers
Outcome:
Recro Media’s mobile-first engagement model enabled Kurl-On to personalize consumer education, build loyalty, and drive measurable store traffic. The campaign bridged the gap between digital influence and offline purchase by making mobile the central touchpoint for sleep product discovery. Since Recro Media is the pioneer Mobile Marketing company In Bangalore.