#case

Sleep Invest is a manufacturing company that brings together several mattress and sleep products factories.

The company's structure includes three independent brands, each with a distinct product line and positioning: Bio Sleep, Formlinea, and Somnium.

The company operates a full production cycle: product development and material sourcing, manufacturing of finished goods, and distribution to retail locations and a dealer network.

The primary retail location is in Rostov-on-Don. The core market is Rostov-on-Don and the Rostov Oblast, though the company also ships to other regions across Russia.

Brands:

#mattressandsleepproductsmanufacturer

Sleep Invest

About the Project:

Strategy

Content

Offline Branding & Collateral

Sales Funnel Development

Design

Websites Development

Building a Scalable Marketing Infrastructure for a Multi-Brand Group

Project Scope

Marketing Strategy and Systemic Operations:

Development of an annual strategic marketing plan

We built a multi-tiered planning system:

Creation of rolling six-month and monthly plans

Monthly strategy updates accounting for seasonality and market dynamics

At least one seasonal and one product-focused campaign launched every month

Construction and ongoing refinement of the sales funnel across online and offline channels

Regular audits of advertising campaigns and reporting

Development of proposals for new promotional channels, including B2B and partnership directions

What we implemented:

Website Development and Administration

Full sites architecture built around SEO logic

The scope included:

UX design and mobile optimization

Domains, hosting, and HTTPS configuration

Integration of forms, CRM, and analytics

Content updates

Technical support and indexation monitoring

All three are complete e-commerce platforms with online payment capability, third-party integrations, and automated order processing.

What We Did

SEO and Search Visibility

Creation and publication of SEO-optimized articles

A comprehensive SEO program was carried out with a focus on regional demand (Rostov-on-Don and the surrounding oblast):

Optimization of meta tags (title, description, alt text)

Correct heading hierarchy (H1–H6)

Internal linking structure

Registration with Yandex Webmaster and Google Search Console

Setup of Yandex.Metrica and Google Analytics

Goal configuration and conversion tracking

Keyword research using Wordstat data

What We Did

Online and offline design:

Design and Branding

Banner and advertising layout development

This was one of the most extensive workstreams of the entire project. We systematically built a unified visual ecosystem for all three brands.

Retail space work:

Consultative support throughout the process

Collaboration with an interior designer on the development of the retail store:

Assistance in structuring brand zones within the space

Visual solutions developed within brand guideline parameters

Sign-off coordination on design elements

Commercial proposal formatting

Product catalogue design

Packaging, hang tags, and label design

POS material design

Marketplace listing visuals

Outdoor advertising layouts

Retail window and in-store zone branding

Training presentation design

What We Did

Content and Social Media

Account creation and setup across VKontakte, Telegram, and Instagram

A full content system was established:

Content matrix development

Monthly content plans

15+ posts per month per platform

Stories published no less than every other day

Photo and video content production

Cross-posting with platform-specific adaptation

Performance reporting against metrics

What We Did

Photo and Video Production

A minimum of 6 videos per shoot

We developed a structured content system

Production and factory content

Brand image films

Product overview materials

Script writing and moodboard development

What We Did

AI-Assisted Production

Generating product images for catalogues

The project launched with a limited existing asset base: no professional photography, no systematic catalogues, no unified visuals, and gaps in product imagery.

AI was applied for:

Developing visuals for websites

Creating graphics for product cards

Producing covers and visual elements for online catalogues

Developing marketplace creatives

Preparing advertising banners

Producing supporting graphic materials in the absence of studio photography

What We Did

Brand Ecosystem Packaging

Development of a unified visual system

Updating and aligning brand platforms

Creation of additional brand identity elements

Organization of materials for dealers and partners

Building a knowledge base

The brands moved from operating in isolation to functioning as part of one structured, coherent group.

What We Did

The Store as a Sales and Positioning Tool

Space concept development and zoning

As part of the project, 3D design work was carried out for the retail store. The project was developed in collaboration with an architect, with the concept and visual logic driven by the marketing side; grounded in each brand's identity and guidelines.

The scope included:

Translating brand identity into the interior environment

3D visualization

Product placement planning and customer journey mapping

We coordinated the architect's work and adapted solutions to real-world constraints across multiple iterations.

The result: the store became a fully integrated element of the brand ecosystem.

What We Did

Establish a systematic marketing model for a multi-brand group

Build and structure three independent websites

Lay the technical and SEO foundation for top-10 search ranking

Create a unified design ecosystem across all three brands

Produce catalogues, commercial proposals, and advertising materials for the dealer network

Strengthen offline presence through retail space design

Improve advertising budget manageability and analytical transparency

Systematize marketing as a standalone function within a manufacturing company

The engagement involved comprehensive, large-scale work that enabled the client to:

Sleep Invest became a case study in building full-scale marketing infrastructure for a manufacturing group operating multiple brands.

PROJECT OUTCOMES