The more you know,

the better you sleep.

Group: G6
Meet Our Team

SOCIAL MEDIA DIGITAL DYNAMO MARKET MARVEL ORGANIC GURU PAID PROMOTION
SUPERSTAR PRODIGY
Manan Chaddva Swaralee Kulkarni Ayushi Mandhana
Monika Soni Sumit Thakur
Agenda

01 Introduction 02 Brand Audit

Social Media Opportunity New Data-Backed

03 04
Statement Strategy

05 Creatives & Ad Copies 06 Conclusion

wakefit.co
About Us
Transforming Dreams into Reality
Wakefit, founded in 2016 by Ankit Garg and Chaitanya Ramalingegowda, is a
leading Indian sleep solutions brand dedicated to revolutionizing the sleep
experience for individuals across India.

Under the leadership of its CEO, Wakefit has distinguished itself by combining
advanced technology with extensive research to offer premium-quality sleep
products at affordable prices.

Specializing in ergonomically designed mattresses crafted for optimal comfort and

support, Wakefit has rapidly expanded its product range to include pillows, mattress
protectors, bed frames, and more.

From its humble beginnings as a small-scale operation focused on research and

development, Wakefit has evolved into a trusted leader in the sleep solutions
industry, earning accolades for innovation and excellence in product design and
customer service.

With a growing customer base and market presence, Wakefit continues to uphold its
commitment to quality and customer satisfaction, driving its ongoing success and
impact in the sleep industry landscape.

Tagline "The more you know, the better you

sleep"
From sweet dreams to dream homes, we're here to
🏡💙
help you make the most of your home and life.
Wakefit’s
2016-2018:

Featured bright blue and orange colors, symbolizing energy and vitality.
The "K" was cleverly represented by a jumping figure, signifying fitness
and joy.

2019-2023:

Retained the same design but transitioned to a monochromatic palette.

This change possibly aimed at a more minimalist and versatile brand
image.

Present:

Underwent a significant redesign, departing from previous design

elements.
Reasons for the change could include modernizing the brand, aligning
with market trends, and refining the brand message.
Redesigns may have been driven by the need to stay relevant, respond to
consumer preferences, and communicate the brand's values effectively.

https://www.linkedin.com/pulse/brand-new-wakefit-wakefitco/
Wakefit works with the vision to
improve the sleep health of
individuals. Its scientifically-
designed mattress makes the
users feel well-rested and
allows them to wake up feeling
active and fit; hence, the name
'Wakefit'.
Wakefit’s mission is "To
democratize sleep for
one and all with premium
Vision & Mission quality sleep products at
affordable pricing."
 INNOVATION & EXCELLENCE

Commitment to Innovation & Excellence Customer-Centric Approach

Quality Sleep Through continuous innovation, Wakefit focuses on customer satisfaction by
Wakefit prioritizes the importance Wakefit ensures its products meet delivering exceptional products and fostering
of quality sleep for overall well- evolving customer needs, meaningful relationships, making quality
being, advocating its significance. maintaining a standard of excellence. sleep accessible and affordable to all.
 Situation Analysis
Current Market Position
Wakefit has solidified its market position by offering
high-quality, innovative sleep solutions that cater to
the evolving needs of customers, resulting in a loyal
customer base and steady sales growth.
Through its customer-centric approach and commitment to
excellence, Wakefit has established itself as a trusted brand
in the sleep solutions industry, leading to strong brand
recognition and a competitive edge in the market.

Current Market Situation

https://inc42.com/startups/mattress-brand-wakefit-on-waking-up-to-the-home-furniture-opportunity/
https://startuptalky.com/wakefit-success-story/#Wakefit_-_Mission_and_Vision
Brand Audit

Points to go over:
01 Market Share and Financials

02 Social Media Analysis

03 Brand Reputation
Market Share & Financials
SleepyCat
15
Others
22

International Expansion
The Sleep Company
10

Revenue

Sleepyhead
8

Funding Series
Peps India
5

Wakefit
40

Source: Crunchybase
 Social Media Analysis

Source: Social Blade

 Instagram
Analytics

Source: SocialBlade

Engagement Rate- 0.19%

Type of content- Reels and Image posts
Account Perception- Struggling to significantly grow its follower
base or engage its existing audience at a higher rate.
Facebook
Analytics

Source: Facebook Page

Weekly Engagement Rate- 7.79%

Type of content- Reels, Image posts, Carousels and Video Posts.
Account Perception- Managed to build a following but struggles with engaging its
audience on a deeper level.
 LinkedIn
Analytics

Source: Linkedin Page

Monthly Engagement Rate- 1.19%

Type of content- Video posts mostly
Account Perception- Moderately influential entity within the professional community
that is attempting to engage its audience with more dynamic content through video
posts.
 Twitter
Analytics

Source: SocialBlade

Monthly Engagement Rate- 2.33%

Type of content- Image posts mostly, with little Video Posts
Account Perception- Become less active recently.
 Youtube Analysis
Source: SocialBlade

Account Perception- Successful and engaging channel with content that resonates
well with its audience.
Most Popular Post
Collab with @the.rebel.kid

8.6 Million Views

726K Likes

533 Comments

52.8K Shares

LINK TO THE VIDEO

Take action

Brand
Reputation
REPUTATION
MANAGEMENT STRATEGIES

Supply Chain
Improve Customer
Optimization
Communication

Enhance Quality Compensation & Loyalty

Control Measures Programs
Social Media Opportunity

S W O T
Analysis
 SWOT Analysis
eaknesses
trengths

Appealing visuals Content consistency

Diversified product portfolio Competitive market
Omnichannel brand expansion Testimonial highlights
Content strategy Room mood board
suggestions

pportunities hreats

Understanding consumer Competitive market

concerns & interacting with Evolving consumer
them. preferences
Storytelling videos/reels Diverse technology &
Micro-influencers collaborations evolving market.
Players In The Market
FOLLOWERS

43,623
91,000

103,000

CONTENT BUCKET ANALYSIS

Educational Influencer collab
Engaging Product promotion
Topicals Moment marketing
FOLLOWERS

52,243 92,000 39,100

19,000 1,159

CONTENT BUCKET ANALYSIS

Relatable Product promotion
Collaboration Topicals
Awareness Moment marketing
FOLLOWERS

1,70,390 7,99,000 23,200

1,11,000 8,247

CONTENT BUCKET ANALYSIS

Product promotion
Engaging & interactive
Topicals
 Key Take-Aways
Use of engaging and Strategy that has a flow
interactive content twice and connected with
or thrice month most of the posts.

Collaboration with
Including powerful
micro-influencers for
numbers or data related
hygiene posts
to sleep health
ORGANIC
MARKETING
Target
Audience
AGED 25-55 yrs
 1. Buyer Persona
LAZY LAKSHMAN Interest

Age- 28
Gender- Male
Occupation- Research Analyst Fitness Career- Tech- Socially
Income: 2L/Month and Driven Savvy active
Location: Mumbai wellness
Relationship Status: Single
Driven professional prioritizing career and balance. Media Consumptions

Goal

Optimize living space for comfort and

productivity
 1. Buyer Persona
Challenges Motivations
Struggles with sleep due to hectic Desire to improve sleep quality and
lifestyle. work performance.
Limited time for research and Aspires to create a comfortable living
shopping. space.
Seeks convenient products. Values convenience and efficiency.

Buying Behaviour
Seeks convenience and efficiency in purchases.
Values products offering solutions to specific needs.
Limited time for research and decision-making.
Willing to invest in products improving quality of life.
 2. Buyer Persona
NIDRA NAINA Interest

Age- 40
Gender- Female
Occupation- Marketing Manager
Income: 4L/Month Fitness Home decor Tech- Parenting
Location: Delhi and Savvy tips and
Relationship Status: Married with two wellness advice
children
Manages career, home, and parenting duties. Media Consumptions

Goal

Achieve work-life balance while ensuring quality

sleep for herself and her family.
 2. Buyer Persona
Challenges Motivations
Juggling work, household Prioritizing personal well-being and
responsibilities, and parenting duties family happiness
Finding time to relax and unwind Seeking convenience, comfort, and
amidst a busy schedule efficiency in daily routines
Managing stress and maintaining a Striving to create a nurturing and
healthy lifestyle supportive environment for her family

Buying Behaviour
Values quality and reliability in products
Willing to invest in solutions that align with her values and priorities
Seeks recommendations and reviews from trusted sources
Appreciates brands that offer excellent customer service and
satisfaction
CUSTOMER JOURNEY
FOR HOLI CAMPAIGN

Customers discover Wakefit's Holi campaign

AWARENESS
through engaging social media content.

They explore Wakefit's offerings and

CONSIDERATION
consider their suitability.

CONVERSION Motivated by quality and offers, they

make a purchase decision.

LOYALTY Satisfied customers become loyal to

Wakefit

ADVOCACY Loyal customers recommend Wakefit to

others, becoming brand advocates.
Campaign
Overview
To immerse Wakefit's audience in
the joyous spirit of Holi while
highlighting the brand's
commitment to comfort and well-
being.
01
Target Audience
Wakefit's existing customer
base, potential customers
interested in home furnishings
and mattresses, and individuals
celebrating the Holi festival.
03
Platforms
Through we will leverage various
social media platforms including
Instagram, Facebook, Twitter, and
possibly LinkedIn to reach our
audience where they are most
active.
02
Time Span
The campaign will span from
March 10th to March 25th,
covering the pre-launch, launch,
post-launch phases, and
culminating in festive
celebrations on Holi Day, March
25th.
04
Posting Time
Posts will be strategically
scheduled during peak
engagement times, typically in
the late morning to early
afternoon, to ensure maximum
visibility and interaction with our
audience.
 CONTENT BUCKET
Content Bucket
Infographics
Videos Interactive Stories
Carousel Posts Live Events
Reels Polls
Q&A Sessions
Throwback Posts Q&A Sessions
Tips and Tricks
User-Generated Content Community Spotlights
Memes
Quizzes

Engaging
Educational

Entertainment
CONTENT CALENDAR

Kindly refer to
the excel
Increased brand visibility and engagement
during the Holi season, fostering deeper
connections with Wakefit's audience.

Enhanced brand affinity and emotional

resonance, positioning Wakefit as a go-to
choice for comfort and joy during festive
occasions. EXPECTED
OUTCOME
Potential uplift in sales as the campaign
amplifies consumer interest in Wakefit's
products amidst the celebratory fervor of
Holi
CREATIVES
 Instagram Story
Instagram Post INTERACTIVE POLL

WHAT’S YOUR
ADD A S P L ASH OF COLOUR
TO Y O U R LIVING SP ACE FAVORITE
HOLI COLOUR?
THIS

A. B. C. D.

Orange Yellow Red Green

WAKE F I T CO

Vote in the comments below!

Caption Get ready for a splash of color and

comfort this Holi season with Wakefit! Caption- “We want to hear from you!
Stay tuned for exciting updates.
Hashtags #WakefitHoli #CountdownToHoli Share your favorite Holi colors and
traditions in our interactive poll.”

TEASER POST Hashtags- #HoliPoll #WakefitFurniture

 Sleep Routine Tips

Caption-
"Have questions about getting

Facebook Post
quality sleep this Holi? Join our
Q&A session for expert tips.

Hashtags - #HoliSleepTalk"
Join us for a live Q&A for expert advice
on post-Holi sleep routines and wake
up feeling refreshed! !

Sleep Experts- Dr. Manan Vora

Tuesday,23RD March 2024

Twitter Post

At 9:00 A.M- 11:00 A.M

The Power of Sleep: Key Benefits You

Need to Know Caption-
Improved Focus & Boosted Mood & Strengthened "Quality sleep is essential for a
Productivity Emotional Well-being Immune System
vibrant celebration! Learn more
Better Heart Health & Enhanced Memory & Reduced Risk of
with our Holi sleep infographic.
Weight Management Learning Anxiety & Depression

Hashtags-
#HoliSleep #WakefitInsights"
EXPLORE NOW!

www.wakefit.co
HOLI CELEBRATION POST
Caption-
"Happy Holi from all of us at
Wakefit! May your day be filled with
joy, laughter, and colorful
memories.

Hashtags-
#HappyHoli #WakefitCelebrate"
INFLUENCER
MARKETING
 Existing Influencer
Ayushmann Khurrana:
Ayushmann Khurrana, WakeFit's brand ambassador with 18.0M
followers, stars in a TV commercial.
Depicts both present and younger Ayushmann waking up energized
on a WakeFit mattress.
Showcases WakeFit's latest campaign highlighting the power of AI.
Emphasizes the 100-night free trial and quality of WakeFit mattresses.
Captures Ayushmann's transformation with WakeFit products.

Rashmika Mandanna:
Indian model and actress with 42.1M followers partners with
Wake Fit for #Wakefit100DayPromise campaign.
Campaign highlights her mattress buying journey with WakeFit.
Showcases the incredible sleeping experience with WakeFit's buy
and try offer.
Emphasizes the positive energy and unique style of the actress.
Leverages the actress's massive following to promote WakeFit's
offerings.
 Recomended Influencer

Prince Narula Dr. Manan Vora

Actor and physical fitness freak : 5 M A famous Orthopedic Surgeon & Sports Med
followers. Doc with 360K followers.

Reason To Choose: He is macro influencer Reason To Choose: Expert endorsement for

and authentic advocacy for health and Wakefit, promoting sleep and wellness
wellness which make him an ideal influencer advocacy.
for Wakefit, enhancing brand visibility and
credibility among consumers.
Paid
Marketing
Campaign
Objective

AWARENESSS
 Account Structure

SLEEP WITH
Campaign
WAKEFIT

Ad Set Mattress

Image Ad Video Ad
Ad Copy 1 Ad Copy 2
Campaign Strategy(Paid)
Pre-Campaign:
Creates ads highlighting the USPs of Wakefit's
products.
Remarketing strategies to re-engage potential
customers.

During-Campaign:
Create sponsored posts to gain more reach.
A/B testing to optimize campaign ad
performance.

Post-Campaign:
Conduct data-driven analysis of Wakefit's
campaign performance.
Use insights to improve future Wakefit's
campaign strategies.
Wakefit

Campaign
Budget
 Targeted Audience

Location

Age & Gender

Targeted Audience
Demographics

Interest

Behaviour
Estimated Audience
 AD Copies

Primary Text: Awaken to a New Era of Sleep with Wakefit!

Headline: Elevate Your Nights: Unveil the Wakefit Difference!
#SleepRevolution #WakefitComfort #Wakefitinternship
 ADCopies

Description :
Dive into the embrace of our meticulously crafted mattresses, designed for your utmost comfort
and rejuvenation. Experience the science of superior sleep with Wakefit's innovative sleep solutions.
ADCopies
 Conclusion

What
HOW
WHY
Who WHEN &
Wakefit's goal is to WHERE Leveraging data-
enhance brand Wakefit's decision to driven insights,
presence and increase social Wakefit implements a
engagement through The campaign aims media presence comprehensive
Strategic posting
its social media to reach sleep stems from marketing approach,
on Instagram,
strategy, focusing on seekers and competitor analysis, blending organic and
Facebook, Twitter,
sleep quality and wellness identifying paid tactics,
and LinkedIn aligns
wellness, as revealed enthusiasts, opportunities to influencer
with competitor
by the brand audit identified through outshine collaborations, and
activity and
and competitor buyer personas competitors and captivating ad
audience behavior
analysis. and competitor cater to evolving content.
trends.
insights. consumer needs.