NEW YORK: Purple Innovation, the creator of Purple Mattress, has selected KWT Global as its U.S. PR AOR.
KWT started working with Purple last month, following an RFP process that included eight agencies.
The MDC Partners firm will lead Purple’s U.S. communications, supporting brand campaigns and product development, while also driving thought leadership in the direct-to-consumer landscape. The agency is also working with Purple on its just-launched Kids Mattress, said Aaron Kwittken, KWT Global chairman.
For its campaign, Purple is working with an expert to develop messaging about sleep health and hygiene for children. Having a quality mattress is especially important for children, whose schedules have been turned upside-down due to the pandemic, Kwittken added.
“Most of our PR energy was invested in editorial placements, with television interviews featuring our CEO coming in second and then a few key activations,” said Purple director of PR Misty Bond. “Our brand recognition has grown expeditiously, so we felt it was time to expand our PR efforts into three main areas of focus: top-tier coverage, experiential media activations and thought leadership.”
Founded in 2015, Purple is a digital-native vertical brand. Its products include the Purple Pillow, sheet sets and work-from-home-friendly seat cushions. In Q2, Purple’s DTC revenue increased 128% to $145 million.
KWT president Gabrielle Zucker is leading a team of five staffers on the account.
Budget information was not disclosed.
In June, MDC Partners merged KWT Global and HL Group. The two agencies' leadership and operations were combined under Kwittken, though they will operate with their individual brands and P&Ls through the end of the year.