We buy into the fantasy because of the real USP (unique selling proposition) that she shares with us.
Of course, Purple isn’t selling out of four-figure mattresses thanks to video ads on Facebook just because we remember a little blonde girl from a fairy tale. Papa Bear’s mattress was too hard, Mama Bear’s was too soft, and Baby Bear’s was, again, “just right.” Et voila, a mattress expert is born. (Luckily for her, the bears are not there.) After trying each of the bears’ breakfasts that are inexplicably left out on the table, she devours Little Bear’s because it’s “just right.” I suppose all of that B&E activity and eating makes her tired, because she ends up trying out each of their beds. On the off-chance you don’t, here it is in a nutshell: a little girl with blonde hair breaks in to the Three Bears’ home. But Purple is breaking the mold, and that’s why their Facebook advertising is doing so well.Ĭapitalizing on Goldilocks of “Three Bears” storybook fame, the brand immediately connects to anyone who knows the story – and we all know the story.
It always ended up as a nightmare, with me choosing something not because I was sure of it, but because I had to make a choice. Such pressure after spending 15 minutes on each one to choose what I would be spending eight hours a night on for the next ten years. In the past, when I wanted a mattress, I would spend days going from store to store, lying on different mattresses while salespeople talked me through the advantages of each one. That’s an amazing few sentences right there, and it signifies a huge change in buying habits. But apparently, the video ad from Purple mattresses featuring a surly, grown-up Goldilocks is so compelling that it’s on back order. This morning, I impulse purchased a $1,000 mattress from a brand I’d never heard of. Grown-up Goldilocks talks Facebook advertising viewers through all the reasons why they should buy a Purple mattress, no pressure.
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