In this episode of The Pivot, our host, Ken Evans, sat down with Sarah Krafman, former Sr. Director of Brand Strategy and Communications from one of Canada’s favourite start-ups, Endy! Join us as we dive into the world of ecommerce marketing and learn what it takes to change consumer buying habits for big-ticket purchases like mattresses, traditionally bought in store. Sarah gives us an inside look in to how Endy came to be and how the brand captured their target audience’s interest through digital marketing, influencer content and subway ads. Endy has become a disruptor in its industry and is an excellent example of how a holistic marketing and PR approach can help brands shake up consumer expectations and become a fan favourite.
Sarah Krafman was most recently Sr. Director of Brand Strategy and Communications at Endy, the Toronto-based mattress brand revolutionizing the way Canadians sleep. Since exploding onto the e-commerce scene in 2015, Endy grew to become Canada’s leading online mattress brand, and one of the country’s fastest-growing retail brands — ever. With a diverse background in digital marketing, public relations, influencer marketing, content creation, copywriting, editorial, and brand partnerships, Sarah joined the Endy team from Indigo in 2017 to spearhead the company’s influencer marketing strategy and took over the communications portfolio shortly thereafter. As an innovator and thought leader in digital PR, building several cross-channel influencer programs with proven ROI, she has grown Endy’s influencer network into one of Canada’s largest and effective roster of content creators, seeing over 400+ content creators advocate for the brand each month.