Silk & Snow, the ecommerce-focused retail arm of Sleep Country Canada, has decided to embrace more traditional ad media with the launch of “Your dream bedroom, made easy,” an OOH campaign targeting urban professionals in Toronto.

While Silk & Snow got its start as an ecommerce brand, coming to life in a Kickstarter campaign back in 2017, it is now trying to expand beyond the digital space and using OOH as one of its first steps.

OOH is “the ideal medium to pair with our plans to expand our brick-and-mortar retail operations in 2024,” Brendan Luck, Silk & Snow’s manager of content marketing, tells MiC.

It’s part of a larger shift to traditional media in its advertising strategy, made possible in part by the scale and reach of its parentco, Sleep Country. The Canadian retailer acquired Silk & Snow in a deal that closed in early January 2023.

Working directly with Astral Media, the sleep retailer is putting out 267 poster placements in transit shelters across Toronto until December 31, 2023. “As a Toronto native and someone always interested in branding and marketing, I have fond memories of analyzing and dissecting bus shelter ads that were peppered throughout the city,” Luck says. “We think bus shelter ads are a great medium to showcase and introduce our brand to our target demographic of urbanites who appreciate accessible and high-quality home goods.”

The “Your dream bedroom, made easy” campaign builds on a busy, big city professional’s need for convenient, yet beautiful, designs to transform their home, ultimately touting Silk & Snow as the online (and, soon, offline) destination to source all of their sleep essentials, which is why the focus is currently on the Toronto market.

“Our hometown is Toronto. Since 2017, we’ve cultivated an audience of Torontonians who appreciate the thoughtfulness that Silk & Snow prioritizes in each and every product we create,” says Luck. That said, Luck acknowledges that there are untapped audiences who have yet to be exposed to the brand, but “we wanted to ensure we boost awareness in our primary market [first], while always looking towards a future of more OOH campaigns in other target markets across Canada and the United States.”