The Unofficial Shopify Podcast Viral Mattress Ads & Crowdfunding
Jul 22, 2025
Bryant Garvin, marketing lead at Ozlo Sleep and former CMO of Groove Life, shares insights on creating viral marketing success and performance branding. He discusses the groundbreaking pre-order strategy that helped launch Ozlo without shipping a single product. From his experience with Purple Mattress to scaling Groove Life, Bryant reveals secrets behind effective video marketing and upselling tactics. He emphasizes the importance of authentic engagement and innovative sleep technologies, showcasing how these strategies lead to substantial growth and customer connection.
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Purple Mattress Viral Launch
- Purple Mattress success began with a unique product developed over 20 years and proprietary manufacturing machines.
- They hired Harmon Brothers for a viral video that helped build their brand with paid virality.
Use Pre-orders for Validation
- Use pre-orders to validate product-market fit and get early customer feedback.
- Pre-orders fund production and help build a tribe of early adopters who provide valuable insights.
Purple Kickstarter and Branding
- Purple's Kickstarter in 2015 did about $100,000, selling hundreds of mattresses.
- The successful Harmon Brothers video campaign launched in 2016 boosted brand search volume massively within two years.