A mattress and bedding brand approached us for end-to-end content creation: to date, they’d only done a handful of shoots, and the same outdated product images had been in use for years. The primary goal was to develop a vibrant, cozy, and diverse visual identity that feels authentic, avoids clichés, and clearly stands out from the competition.
Content production for a mattress brand
- Conduct several model shoots to build a comprehensive photo library for use across multiple channels.
- Capture product imagery for listings: over 10 mattress models and an equal number of pillows.
- Execute a reportage-style shoot of the new product launch event.
- Develop social media content to cover several months of posting.
Project goals
- We sourced a unique studio with multiple rooms featuring beds and textile display areas — everything in one convenient, atmospheric location.
- We selected five models and provided stylized pajamas and props for each scene.
- The 6-hour shoot delivered photo and video content sufficient for two months of social media posts.
- Also, we captured a dedicated product shoot for e-commerce listings: neutral backgrounds, textural detail shots, and close-ups.
- During the new mattress presentation at the showroom, we conducted an on-site reportage shoot (photos, short video clips, plus a speaker presentation recording for YouTube) that the brand then used in PR materials and email campaigns.
Solutions
We found a unique studio with several rooms featuring beds and textile zones—everything in one place, convenient and atmospheric. We also cast five models and purchased styled pajamas and props for each scene. During a six-hour shoot, we managed to capture photo and video content for social media two months ahead, and in parallel shot a separate block for product pages/listings: with neutral backgrounds, texture details, and close-ups.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
Strategy included three tracks:
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
We found a unique studio with several rooms featuring beds and textile zones—everything in one place, convenient and atmospheric. We also cast five models and purchased styled pajamas and props for each scene. During a six-hour shoot, we managed to capture photo and video content for social media two months ahead, and in parallel shot a separate block for product pages/listings: with neutral backgrounds, texture details, and close-ups.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
Strategy included three tracks:
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
We found a unique studio with several rooms featuring beds and textile zones—everything in one place, convenient and atmospheric. We also cast five models and purchased styled pajamas and props for each scene. During a six-hour shoot, we managed to capture photo and video content for social media two months ahead, and in parallel shot a separate block for product pages/listings: with neutral backgrounds, texture details, and close-ups.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
Strategy included three tracks:
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
We found a unique studio with several rooms featuring beds and textile zones—everything in one place, convenient and atmospheric. We also cast five models and purchased styled pajamas and props for each scene. During a six-hour shoot, we managed to capture photo and video content for social media two months ahead, and in parallel shot a separate block for product pages/listings: with neutral backgrounds, texture details, and close-ups.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
At the showroom launch of the new mattress, we ran an event-coverage shoot—capturing photos, short video snippets, and a recording of the speaker’s talk for YouTube—which the brand used in PR materials and email campaigns.
Strategy included three tracks:
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
– Promotion via messages - emphasis on time-sensitive offers and personalized discounts.
– Subscriber growth - building an engaged audience around the brand.
– Post promotion - stimulating interest in seasonal campaigns and new arrivals.
Advertising proved highly effective when we reached users at the moment of intent. The audience segment built around mattress and bed-linen keywords was the most responsive. A mix of compelling offers, clear calls to action, and precise targeting worked well. We received many inquiries in VKontakte, and overall traffic from the VK community to the website increased—i.e., ad traffic to the community flowed through to the site.
Unfortunately, e-commerce tracking was not configured on the client’s website, so it’s not possible to state exactly how many purchases came from VK traffic.
Throughout the project we continued to receive customer inquiries, and community activity increased.
Core audiences:
– Customer databases
– Website visitors
– Interest-based segments modeled from Yandex.Metrica customer data
– Followers of key competitors’ communities
– Keyword-based audiences for “mattresses,” “beds,” “bed linen,” and related terms
Targeting performance in the first month (VK/VKontakte):
Total reach — 547,003
Profile visits — 2,371
Cost per click (CPC) — ₽24.60
Click-through rate (CTR) — 0.43%
New group followers — 225
Messages to the group — 36
The client received:
- A library of over 150 photos: lifestyle shots, studio images, and product close-ups.
- Versatile video assets and Reels-ready clips.
- Ready-to-use images and videos for 10+ mattress and 10+ pillow product listings.
- Reportage-style content for social media posts and media publications.
RESULTS
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