Emma Mattress: Engineering a 5.27x ROAS Acquisition Engine
The Challenge: Scaling Beyond the Target
Emma Sleep, a global leader in the D2C sleep industry, sought to dominate the Mexican market through influencer marketing. The primary objective was to move beyond brand awareness and build a predictable, positive-ROAS acquisition channel.
The Strategy: Data-Driven Creator Logic
Leveraging our TTMHQ Data, we deployed a multi-layered campaign strategy focused on three core pillars:
Macro-Influencers: Data analysis revealed that Macro-influencers (100k–499k followers) significantly outperformed smaller tiers in some verticals. By focusing on high-profiles, we achieved an aggregated 10 ROAS specifically within this segment.
Platform Orchestration: We utilized Instagram Reels and Stories as our "Performance Base" due to their predictable ROAS, while simultaneously running TikTok tests that yielded comparable results.
Creative Performance Briefing: Moving away from generic scripts, we implemented a briefing framework that prioritized personal context, humor, and emotional connection, ensuring every piece of content served a performance objective.
The Infrastructure: AI & Automation
To maintain enterprise standards throughout the 5-month campaign, we integrated:
Tatam ShieldAI: To ensure continuous brand safety across 113 collaborations.
InfluencerFunds: To manage a high volume of global payouts and financial tracking with 100% transparency.
The Impact: By The Numbers
The results exceeded every KPI, establishing Emma as one of our premier success stories in the D2C space:
5.27x Total ROAS: More than the performance targets.
2M+ Video Views: Strategic reach across over 10 content verticals.
113 Optimized Collaborations: High-scale execution with consistent quality control.
50+ ROAS Peaks: Individual top-performing creators achieved ROAS as high as 50.
"By applying rigorous performance analysis and reporting, we quickly understood what worked best for Emma before doubling down the efforts." — Valentina Gallo, Campaign Lead
Sustainable Growth
As part of our Sustainable Advertising initiative, this campaign also contributed with over 100 trees to our global reforestation goals. For every video posted during the Emma campaign, we contributed to the 16,000+ trees planted by Tatam to date.
