When a brand transforms something as ordinary as sleep into a nationwide conversation, they’re probably doing something right in terms of marketing. Wakefit.co has made waves with the third season of its Sleep Internship Program. But that’s only one piece of the brand’s broader narrative, which is rooted in its evolution from a sleep solutions provider to a full-fledged home solutions brand.
According to Kunal Dubey, Chief Marketing Officer at Wakefit.co, “The Sleep Internship is our tongue-in-cheek way of rekindling India’s relationship with sleep, offering stipends to interns while engaging them in activities with sleep experts, fitness professionals, and wellness coaches”.
The initiative, now in its third season, has become a cultural phenomenon, sparking conversations around sleep health and driving a shift in consumer perceptions. “The property has successfully sparked widespread conversations about sleep health, and its growing popularity reflects a positive shift in consumer attitudes. People increasingly prioritise sleep as a key element of their health and productivity,” he explains.
With over 10 lakh applications and participants from across the country, the Sleep Internship has positioned Wakefit.co as a thought leader in sleep wellness, building a loyal community that values quality sleep and wellness.
From Sleep to Home Solutions
As Dubey describes it, “Staying true to our DNA of customer centricity and product innovation, we have evolved from a sleep-solutions brand to a full-fledged home provider”. The rebranding initiative, summed up in the tagline “The Infinity Home,” reflects the infinite possibilities of enhancing living spaces.
This transformation has been met with an enthusiastic response, particularly for products such as study tables, bookshelves, dining tables, and sofas, which complement their core sleep solutions. “This diversification has enabled us to cater to a broader audience, aligning with our goal of being a one-stop shop for all home needs in India,” Dubey adds.
Trust-Building and Marketing Innovation
Wakefit.co’s marketing strategies are deeply intertwined with its understanding of customer needs. Dubey explains, “Understanding customer needs is key for both product development and marketing.” This customer focus led to promises like the 100-day trial and 10-15-year warranties, which have built trust and driven brand loyalty.
The brand employs a zero-based budgeting approach, ensuring that marketing spends are allocated based on the strength of ideas rather than predetermined budgets. This allows them to execute impactful campaigns like the Sleep Internship and foster engagement.
The brand further employs a multi-faceted marketing approach that combines innovative content marketing, customer engagement, and a strong digital presence. “By utilizing these channels, we actively seek feedback and incorporate it into our product development process to ensure we exceed customer expectations,” adds Dubey.
Festive Cheer and Omnichannel Growth
The recently concluded festive season has brought significant growth for Wakefit.co. “We have seen over 50% growth in revenue during this time compared to the same period last year and a 5X spike in website traffic over pre-festive periods,” Dubey shares.
Key to this success is the brand’s robust omnichannel presence, which now includes nearly 80 stores across India, enabling seamless online and offline consumer engagement. “Our largest markets encompass major metropolitan areas in India, particularly the top cities where urbanization drives demand for sleep and home solutions. By adopting a localized approach, we utilize region-specific campaigns and partnerships to engage consumers effectively,” Dubey highlights. To strengthen its omnichannel strategy, the brand is trying to bridge digital and physical experiences, ensuring a cohesive shopping journey for consumers, whether they engage with Wakefit.co online or in-store.
Looking Ahead
Wakefit.co is already eyeing its next phase of growth with a focus on innovation in product offerings and marketing strategies. “Our goals for the next year include further innovation in our product offerings and enhanced consumer engagement,” Dubey says.
The Zense range , part of the SleepTech segment, is one such innovation aimed at combining technology and comfort to redefine sleep solutions. Dubey adds, “Having achieved EBITDA profitability, we aim to expand our product line, double down on omnichannel expansion and invest in the brand.”
Data-driven insights will play a pivotal role in tailoring personalized marketing campaigns, ensuring that Wakefit.co remains at the forefront of the industry.
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