About SleepyCat: Sleepycat is India's first mattress-in-a-box company, pioneering the concept of factory to doorstep model. It was founded by Kabir Siddiq in 2017.
Background: Sleepycat pioneered the concept of boxed mattresses in India and engaged us to create a buzz about the concept and the company. Pepper began working with SleepyCat from the date of its beta launch and has worked as their communications partner for several years.
As a bootstrapped startup, PR was critical for brand awareness, establishment and validation. Being an unknown startup, the company needed to build a high trust factor to establish the brand as a valued player in the industry, and encourage customers to try their products.
PR Approach: We positioned the founder as a thought leader in the industry with a series of high-profile articles and columns, including features in Economic Times, YourStory and other leading publications. The high-quality media mentions help earn a strong share of voice and brand trust, positioning the company as one of the top players in the market in less than a year. With an average ROI of 15000% over 2 years, SleepyCat gained a strong foothold against bigger established players in the industry.
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