Submitted by Hoopla MarketingAgency IPI Score 31/100

Eze Mattress influencer campaign

Influencer Marketing

Hoopla Marketing briefed and seeded home and interiors micro-influencers on Instagram for Eze Mattress, then amplified the best posts through paid social.

$52,743media value
1.6Mpeople reached
3,418engagements
46pieces of content created
Instagramcreator channel used
Affiliate links and codestracking method used

Case in 60 seconds

Eze Mattress needed awareness, engagement and desire for its hybrid mattress range, and relevant traffic to its own online store.

A mattress is a considered purchase, so creators with real authority in the home and interiors niche can demonstrate it more convincingly than reach alone.

Build a brand-approved network of micro-influencers who genuinely fit the audience, and let them tell the story in their own bedrooms.

Hoopla wrote the content brief with the brand, researched and validated creators, seeded product samples with personalised information, briefed each creator, then amplified the strongest posts through data-driven paid social.

Hoopla reports 46 pieces of content, 1.6M people reached, 3,418 engagements and $52,743 in media value, all self-reported and with no date range or media spend published.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

UK home and interiors audiences who follow bedroom, nesting and home-styling creators, reached through micro-influencers whose followings matched the brand's target audience.
Mattress advertising is dominated by claims that sound identical from brand to brand, so a personal account of sleeping on the product carries more weight than a specification.
A mattress is bought rarely and cannot be tried before purchase online, so a direct-to-consumer brand has to build confidence before it can ask for a click.
Eze positioned its hybrid mattress in a box on comfort, support and affordability, and used creators to make that balance visible in a real home.
Recommendations from creators seen as peers rather than celebrities carry more trust, which is why the selection focused on micro-influencers with engaged, well-matched followings.

Creative & Execution System

Assets & channels

  • Instagram in-feed posts and reels from creator accounts
  • Paid social amplification of best-performing creator content

Partners

  • Hoopla Marketing

Participation mechanic

  • Product samples and personalised information sent to each creator
  • Detailed creative briefs issued after brand approval
  • Unique affiliate links and trackable codes per influencer
  • Best-performing influencers rewarded on tracked performance

Creator role

  • Home and interiors micro-influencers producing first-hand product content
  • Creators named in the page embeds include the_koo_koo_nest_, thecopperbeechhouse, blooms_abode and emily.attewell

Results & Evidence

MetricValueResult type
Pieces of content created46output
People reached1.6Mreach
Engagements3,418engagement
Media value$52,743earned_media_value

Why Hoopla Marketing's strategy worked

  1. 1

    Approving every creator with the brand before briefing removes most of the fit risk before any content is produced.

  2. 2

    Seeding the actual product lets creators in the home and interiors niche demonstrate a considered purchase rather than describe it.

  3. 3

    Putting paid budget only behind organic posts that already performed reduces the guesswork in creative selection.

  4. 4

    Unique affiliate links and trackable codes give a direct-to-consumer brand a path from creator content to site traffic and sales.

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