Sleep Invest

A group of mattress brands

Location: Rostov-on-Don and the Russian regions
Market: Manufacturing, retail and a dealer network
Industry: Manufacturing
Scope: Strategy, Branding, Website, Content, Production

(01)

about the project

Sleep Invest is a manufacturing company bringing together several factories making mattresses and sleep products. It holds three separate brands with different ranges and positioning: Bio Sleep, Formlinea and Somnium.

The company runs the full cycle: designing products and selecting materials, manufacturing, and supplying retail outlets and the dealer network.

The main retail outlet is in Rostov-on-Don. The core market is Rostov-on-Don and Rostov Oblast, though the company ships to other Russian regions as well.

Location: Rostov-on-Don and the Russian regions
Market: Manufacturing, retail and a dealer network
Industry: Manufacturing
Scope: Strategy, Branding, Website, Content, Production
Websites: bio-sleep.ru formlinea.ru somnium.pro

(02)

project goals

Building marketing infrastructure for a group of brands:

01Strategy
02Design
03Website development
04Content
05Offline design
06Building the sales funnel

(03)

what we did01 / 10

Marketing strategy and systematic work

We built planning on several levels.

A strategic annual promotion plan
Half-year and monthly plans along the way
Revisiting the strategy monthly for seasonality and market shifts
At least one seasonal and one product campaign every month
Building and adjusting the sales funnel online and offline
Regular audits of campaigns and reporting
Proposals for new channels, including B2B and partnerships

(03)

what we did02 / 10

Website development and upkeep

A substantial piece of work: three full online shops — e-commerce platforms with online payment, integrations and automated order handling. The BIO-SLEEP, SOMNIUM and FORMLINEA sites are built on Tilda.

Full site structure built around SEO logic
UX and mobile adaptation worked through
Domains, hosting and HTTPS set up
Forms, CRM and analytics integrated
Refreshing the content
Technical support and indexing kept in check

(03)

what we did03 / 10

SEO and search marketing

Thorough SEO focused on regional demand: Rostov-on-Don and the surrounding oblast.

Writing and publishing SEO articles
Optimising meta tags: title, description, alt
Building a correct H1–H6 hierarchy
Setting up internal linking
Registering with Yandex Webmaster and Google Search Console
Setting up Yandex Metrica and Google Analytics
Setting up goals and conversion tracking
Working with key queries from Wordstat data

(03)

what we did04 / 10

Design and branding

One of the largest parts of the project: we built the visual ecosystem of three brands, online and offline.

Banners and ad artwork
Laying out commercial proposals
Product catalogues
Packaging, tags and labels
Point-of-sale materials
Artwork for marketplaces
Artwork for outdoor advertising
Branding for shop windows and retail areas
Training presentations

(03)

what we did05 / 10

Work on the retail space

Advising and working alongside the interior designer on the retail shop.

Helping lay out the brand zones
Visual decisions kept within the guidelines
Signing off the design elements

(03)

what we did06 / 10

Content and social media

A content system was put in place.

Setting up and designing the accounts: VKontakte, Telegram, Instagram
Building the content matrix
Monthly content plans
15+ posts a month per platform
Stories at least every other day
Photo and video content
Cross-posting with adaptation
Reporting on the metrics

(03)

what we did07 / 10

Photo and video production

At least six films from a single shoot
Production content
Brand films
Product walkthroughs
Scripts and moodboards

(03)

what we did08 / 10

Working with AI

The project started with little to build on: no professional photography, no proper catalogues, no consistent visuals and some product images missing altogether.

Generating product images for the catalogues
Visuals for the websites
Graphics for product cards
Covers and visual elements for the online catalogues
Creative for marketplaces
Ad banners
Supporting graphics where no studio shoot was possible

(03)

what we did09 / 10

Bringing the brand ecosystem together

The brands stopped existing separately and became part of one structured group.

Building one visual system
Refreshing the brand platforms
Creating further elements of the visual style
Organising materials for dealers and partners
Building a body of knowledge

(03)

what we did10 / 10

The shop as a tool for selling and positioning

3D design of the retail shop together with an architect: the concept and the visual logic came from marketing, built on the brands' style and guidelines. We coordinated the architect's work and adapted the decisions to real conditions over several rounds.

The concept for the space and its zoning
Carrying the brand style into the interior
3D visualisations
Working out product placement and the customer's route

(04)

result

Marketing for a group of mattress brands: strategy, three online shops, SEO, design and a retail space.

The engagement covered a wide body of work, which made it possible to:

Build a systematic marketing model for the group of brands
Create and structure three separate websites
Lay the technical and SEO foundation for reaching the top ten in search
Build one design ecosystem across the brands
Prepare catalogues, proposals and advertising materials for the dealer network
Strengthen the offline presence through the design of retail spaces
Bring ad budgets under control and make the analytics transparent
Establish marketing as a discipline of its own inside a manufacturing company

The shop became a full part of the brand ecosystem, and Sleep Invest became an example of building complete marketing infrastructure for a manufacturing group with several brands.