Ananda: South Bay International


South Bay International is an established B2B company in the mattress industry, but they faced a unique opportunity to enter the B2C market with their own direct-to-consumer sleep system, Ananda. South Bay International had an incredible product built from years of innovation and expertise, yet they were unsure if they could compete with established brands backed by national recognition and endless resources. How could Ananda break through the clutter, build consumer awareness and generate sustainable sales?


Orange Label conducted an extensive industry analysis, digging into quantitative and qualitative data to identify markets that matched Ananda’s unique buyer and consumer demand. Keenly focused targeting allowed the Ananda brand message to achieve critical mass, with marketing messages shared via influencer endorsements, organic and paid social media, search engine marketing, programmatic display and radio advertising.


10% increase in online sessions

Through a successful radio launch and a cohesive digital branding strategy, Orange Label helped Ananda connect their brand to consumers in search of premium sleep products. As a result of the strategic marketing approach, Ananda saw a higher volume of ecommerce sales and in the first quarter of the campaign, online store sessions increased by 10%.

Client kudos

“The Orange Label Team is just that, a TEAM. Each person has their specialty, and they execute on all levels. They take pride and ownership in their work and the results reflect that! I would highly recommend Orange Label based on our experience.”

Anna Hermosillo
Marketing Director, South Bay International

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