Background: The furniture market in India is largely unorganized, and local players continue to rule the roost. Urban Ladder, one of India's leading online furniture retailers, wanted to eat into the share of these local players by drawing attention to one of their categories in specific - beds & mattresses.
Solution: Instead of investing in a mass media campaign, we created a collection of the tiniest bedtime stories. Sent to potential customers, these books let people know that Urban Ladder's beds and mattresses are so comfy, that their chances of getting through a long bedtime story are next to nil.
Results: Within days of the book's being shipped, social media influencers and customers started talking about it, prompting others to request for copies - proof that when content is really interesting, people will also ask you to advertise to them. The book was also listed on Goodreads.com.