Haylee by FortyTwo: Transforming a slumping mattress brand
The problem
Haylee’s market share had dropped from 2% to just 0.3% in over two years — against a backdrop of declining retail sales in Singapore’s furniture sector. With revenue stalling and brand awareness fading, they needed a refreshed marketing strategy to regain momentum in the highly competitive mattress market.
What we did
We began with a deep dive: a full marketing audit to understand what was working, what wasn’t, and the lowest-hanging opportunities Haylee had yet to explore. From there, we designed and executed a 6-month strategic roadmap focused on:
Paid media (Google and META)
Influencer marketing
A new 3-pillar social media content strategy
Monthly themed campaigns focusing on seasonality and more
Email marketing
Key initiatives included:
Partnering with 15 nano and micro-influencers to create relatable content showcasing the mattress benefits, which drove 14 units of sale and counting when we handed the project over to Haylee
Developing wellness and product-focused social content to engage Haylee’s core audience
Launching timely campaigns tied to cultural moments (e.g. Festive, Hari Raya, Mother’s Day)
Refreshing ad creatives to improve paid ad performance
The impact
In just the first 2 months of engagement, Haylee saw a 3.7X month-on-month revenue increase. We also helped:
Improve paid media performance and visibility
Increase daily engagement across social channels
Lay the groundwork for future growth with a clear, repeatable strategy
“Your team brought structure and momentum to the brand’s marketing efforts... The foundation that’s now in place gives us a good starting point for Haylee’s next phase.”
