Silk & Snow, the ecommerce-focused retail arm of Sleep Country Canada, is launching its largest OOH advertising campaign to date to highlight how its sleep products make Canadians’ daily life more comfortable. The “Elevate Your Everyday” work focuses on the company’s best-selling categories: mattresses, furniture designed for bedtime, and bedding.

“We believe that your home should be your sanctuary. We want to tell the story of how Silk & Snow can help you create your sanctuary and elevate your everyday,” Brendan Luck, director of content marketing at Silk & Snow, tells MiC.

For the first time, the campaign is visible in Ottawa, Edmonton, Calgary, Vancouver and Toronto through subway cars, billboards, buses, and streetcars. The media buy also includes influencers, connected TV, YouTube and paid social networks, including TikTok and Meta. The media buy was done in collaboration with Pattison, and all of the creative was done in-house.

In the past, Silk & Snow’s OOH campaigns included transit shelters and billboards only in Toronto, where the company was founded. The company, which launched in 2017, had been investing more in digital marketing to strengthen the customer purchase journey. However, as the brand has grown, Luck explains the next natural step has been to move outside of its local market and into the physical space, with OOH being the best fit.

“Our roots belong in the sleep category, as our core collections of mattresses and sheets have been helping Canadians get a better sleep. In this past year, however, we’ve successfully evolved the brand into the furniture category, which this campaign will help to highlight,” he says. “This new mix of inventory should give us the boost in visibility we’re looking to achieve as a brand.”

The target audience is people between the ages of 20 and 40. Luck adds that this demographic, and Canadians in general, are increasingly investing in the comfort of their personal spaces, so the team saw the opportunity to position Silk & Snow as their first choice when designing their homes. “We want Silk & Snow to be there for our customers in every step of their life’s journey. From turning their first apartment into their cozy personal space, to unlocking their personal sanctuaries with their first homes,” he says.