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Simba Sleep

Building brand awareness through display, search & social - from Iceland to Turkey

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The Challenge

With the European mattress industry forecast to be worth an estimated £5bn by 2019, online boxed mattress retailers are catering to a growing portion of this market, particularly in cities across Europe.

Keen to capitalise on the opportunity, leading online mattress retailer Simba Sleep wanted to be able to quickly launch PPC, paid social and Google Display Network display marketing activity into key secondary markets, namely Iceland, Turkey and Ireland.

With no direct delivery offered in Iceland or Turkey, Simba Sleep works closely with local retail partners. The retailer needed Croud’s expertise to help boost brand awareness and ultimately drive in-store and online traffic for these partners, whilst maintaining cost per acquisition below target.

The Croud Difference

Simba Sleep chose to work with Croud due to our extensive network of digital experts, or ‘Croudies’, who offer local market insight and language skills. Having people on the ground in more than 110 markets means that Croud boasts an unrivalled ability to scale internationally.

In all markets, the focus was on providing highly localised ad copy, as well as ensuring all best practices were adhered to, to drive qualified impressions and clicks in the new target markets. The latest innovations were also leveraged, including the introduction of similar audiences to target users that shared characteristics with Simba’s site visitors. This particular initiative more than doubled conversion rate, whilst decreased cost per acquisition.


Together, Croud and Simba Sleep were able to:

  • Launch and optimise Simba Sleep’s activity in Iceland, Ireland, and Turkey in less than a month, across display, search and social
  • Maintain cost per acquisition at more than 50% below target
We chose to work with Croud due to the impressive local language and cultural insight offered through the Croudie network - and we haven't been disappointed. The team at Croud have gone above and beyond to optimise our paid search activity in key secondary markets, delivering great results for Simba.

Charles Tourny - CMO, Simba Sleep

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