Context

In a world where the daily pace can often feel overwhelming, sleep quality stands as a fundamental pillar of well-being. The pursuit of restorative rest has become a priority for people of all ages.

With this premise in mind, Dormimundo, a leader in the sleep industry, launched a unique initiative aimed at those who not only value mattress excellence, but also seek a tangible improvement in their quality of sleep.

To precisely reach this diverse audience, Dormimundo partnered with Smoot, a digital media buying company leveraging Generative AI. Together, they crafted an emotion-driven contextual marketing campaign designed to connect with Dormimundo’s audience in a more meaningful way.

The Challenge

As a result of this collaboration, a contextual display campaign was created, serving as a gateway to personalized experiences.The ads were designed to impact the target audience through emotions and brand values, ensuring that users felt:

Comfort

Well-being

Trust

while interacting with the campaign, and highlighting Dormimundo’s pillars of quality, durability, comfort, and proper body support.

The Solution

The awareness campaign exceeded Dormimundo’s KPI expectations — a success that underscores the effectiveness of Smoot’s strategy and Dormimundo’s resilience in adapting to changing market dynamics.In a world saturated with advertising, Dormimundo and Smoot proved that true differentiation lies in the ability to evoke emotions.

The combination of brand values (quality, durability, comfort, and support) with the emotional experience users felt — comfort, well-being, and trust — were the key elements behind the campaign’s success.

“In reality, it’s not just about clicks and conversions, but about building an emotional connection. The ads aren’t just about mattresses — they’re about transforming the sleep experience and making each user feel that Dormimundo truly understands their specific needs.”
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‍— Aline Suquet, Co Founder & Country Manager at Smoot

“Our objective is focused on strengthening digital strategies that contribute to Dormimundo’s mission: tirelessly creating innovative solutions to improve customers’ sleep and rest.The synergy with Smoot has been essential not only for our work with Dormimundo, but also for shaping strategies for our clients.

This collaboration is why we trust and work closely together to ensure the success of every campaign we launch.”
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‍— Berenice García, General Director at Made Media