Haylee
How OtterHalf helped Haylee achieve 3.7X MoM Revenue.
Introduction
In 2024, Singapore’s retail sales for furniture and household equipment fell by 4.8% year-on-year (Trading Economics, 2025), with the mattress market experiencing a 8.8% decline in market value (6W Research, 2024). For Haylee, this marked a low point – with their market share plummeting from 2% to 0.3% in the span of two years. With the challenge to remain competitive during market downturn, Haylee partnered with OtterHalf to refresh their marketing strategy, which aimed to turn things around.
In this article, we outline how we helped Haylee boost their revenue by 3.7x in the span of 2 months through digital marketing, affiliate partnerships, influencer marketing, themed campaigns and other initiatives.
Background on Haylee
Haylee by FortyTwo is a bed-in-a-box concept mattress brand known for its design, comfort and value. Developed by FortyTwo, Singapore’s largest online furniture retailer, Haylee was developed through extensive research, consumer feedback and 10 years of market research on the sleep needs of Singaporeans. Their mattress was designed for Singapore’s hot and humid climate featuring multi-layered form structures, breathable bamboo fiber covers, advanced Aeroflow foam for airflow and cooling gel memory foam mattress for temperature support.
Haylee’s marketing needs
After a steep decline in market share from 2% to just 0.3%, Haylee’s main priority was to drive revenue growth, and to drive top-of-mind awareness of the brand.
Our approach
In the first 2 months of engagement, we helped Haylee achieve 3.7X their revenue MoM. Beyond this we also helped them to improve their social media presence, email marketing, influencer marketing, and paid advertising, in hopes to build a better connection with their target audiences.
Our strategy
We began this partnership by conducting an in-depth marketing audit of Haylee’s previous initiatives, campaigns and engagements. On top of that, we looked into some bed-in-a-box concept mattress brands out of Singapore to understand what competitor brands are doing well. With that, we understood the gap to be filled, and put together a 6-month plan to help us achieve our shared goal.
Through our analysis, we discovered Haylee’s potential to build stronger audience trust by leveraging storytelling content centered on sleep science, material quality, and customer reviews.
Secondly, we saw opportunities to build brand awareness and strengthen brand association by collaborating with trusted local influencers.
Lastly, we also identified opportunities to optimise Haylee’s website through simple design improvements and stronger copywriting to enhance the overall digital experience.
With this, we structured a 6-month comprehensive marketing strategy and content recommendations for Haylee which detailed the following initiatives:
Ads for Google, META, TikTok
Affiliate Partnerships & Influencer Marketing
Weekly Social Media Content
Email Marketing
Monthly Campaigns
Our execution
Here is an overview of our marketing strategy to help Haylee optimise marketing spend, build brand awareness, and ultimately drive increased revenue:
Designing ads for Google and META
We pushed new Haylee promotions and redesigned creatives on Google Ads and META to increase visibility and brand awareness. Paid digital advertising allowed us to reach Haylee’s target audience at a more cost-effective rate compared to traditional advertising.
Here’s an overview of our Google & META Ads:
2. Investing in influencer marketing
We also engaged micro-influencers and family bloggers to boost Haylee’s credibility with relevant local audiences, and to increase overall brand awareness. We partnered with 14 influencers across the local lifestyle space, who created 30-60 second videos promoting the mattress. These relatable, everyday videos focused on how Haylee mattresses improve sleep quality and wellness.
Video by: @meganwkn
Video by @fazzgafa
3. Crafting a new social media content strategy
We conceptualised 3 content pillars—Product, Wellness, and Community— to address the key needs of the target audience and guide future content creation. These guidelines ensure that future content stays focused and relevant to the brand. This also allows us to analyse the engagement and efficacy of each content pillar on a more granular level.
This table describes our content pillars:
Next, we designed posts across each content pillar. These value-focused posts highlight Haylee’s quality materials, wellness benefits, and real testimonials from satisfied customers.
4. Launching seasonal and themed campaigns
Understanding that seasonality plays a huge role in mattress sales, we launched monthly themed campaigns to spur mattress demand. These are a few examples of the themed campaigns we launched:
Hari Raya Campaign
Mother’s Day Campaign
We distributed these campaigns through all of Haylee’s owned channels —from on-site banners and emails to social media posts and influencers.
By tapping on a multi-channel strategy and executing swiftly, our sustained efforts helped us grow Haylee’s conversions consistently over two months—leading to a 3.7X MoM revenue increase.
“Your team brought structure and momentum to the brand’s marketing efforts. From developing campaign strategies to running social media and influencer initiatives, we appreciated the thoughtfulness and responsiveness in your work. A few areas that stood out during our time together:
1. Steady increase in brand visibility through paid media
2. Clear improvements in day-to-day engagement on social platforms
3. Willingness to adapt plans based on feedback and changing needs
The foundation that’s now in place gives us a good starting point for Haylee’s next phase.”
Looking to scale your business through marketing, but not sure where to start? Book a free discovery call with OtterHalf to learn more about how our fractional marketing team can maximise your budget.
