Simmons might be one of the oldest brands aiming to reach young audiences on TikTok, but it’s showing it can work with some of the youngest and trendiest talent around.
The 150-year-old mattress brand is partnering with TikTok superstar sisters Charli D’Amelio and Dixie D’Amelio, two of the top creators on the platform, to launch a line of products to connect with the Gen Z audience and first-time mattress buyers. It’s the Serta-owned brand’s largest influencer-driven partnership to-date. A TikTok hashtag contest and social ad campaign features Charli D’Amelio, 16, who has a following of 113 million; and Dixie D’Amelio, 19, who has 51 million followers. The sisters have grown their TikTok fan base mostly by sharing their moves to popular dances on the social network.
“We thought why not go straight to the top and work with the queen of TikTok?” says Melanie Huet, chief commercial officer and chief marketing officer at Serta Simmons Bedding.
The “Charli & Dixie x Simmons” product line launches today, starting with a D’Amelio co-designed mattress with a “Simmons Cerulean” cover featuring a white crossover pattern. The mattress is selling online at Simmons, Walmart, Target and Mattress Firm, at $499 for a twin, $549 for a full, $599 for a queen and $699 for a king.
In August, the mattress will be followed by a bed and a line of accessories, such as bags and pillows, all sharing the influencers’ branding and design, Huet says. Simmons is negotiating a distribution plan for the accessories, but Huet says it's likely those will appear in department stores.