Zinus
Mumsnet Rated helps Zinus stand out in the sleep sector
*Source: Purchase Behaviour Survey 2022 (n= 1,158)
“We’re thrilled with the results of the product test and look forward to seeing how the Mumsnet Rated badge can help our product stand out within the sleep sector. We know that the Hybrid Spring mattress is a great fit for the Mumsnet users and winning this badge has sealed the stamp of approval for this target market.”
- Zinus (2024)
Brief in brief
Grow awareness and consideration of the Zinus Hybrid Spring mattress with a key customer segment; new parents.
Opportunity
Sleep challenges can start during pregnancy and persist into early parenthood. Factors like stress, mental health issues, menopause, and hot weather can also disrupt sleep. Quality sleep is essential for family well-being. Families prioritise sleep and are willing to invest in quality products for better rest. At the end of the day, a rested parent is a happy parent.
Sleep has taken centre stage in 2024 with the challenge of achieving better sleep growing year on year. In our latest Health Q1 2024 survey (n=1,012), 27% of those surveyed said they're giving more thought to the importance of sleep, whether that's changing up their routine or looking for better products that will help them catch those Z’s.
Partnership overview
Mumsnet users trust advice recommendations from the site and are more likely to purchase products with a Mumsnet Rated badge. This badge is the ultimate seal of approval from mums, awarded only to products that achieve an 80% approval rating. Winning the Mumsnet Rated badge is a significant endorsement, recognised and respected widely.
We put the Zinus Hybrid Spring mattress to the test with 9 users from our Mumsnet community, in hope to achieve the Mumsnet Rated badge, increasing purchase consideration and awareness.
Results
The verdict was an impressive 100% endorsement, earning Zinus the coveted Mumsnet Rated badge!
