Duroflex & Sleepyhead : ROI Doubled With Higher Efficiency and Consistent Growth
Featured Product Area
Primary Marketing Objective
Secondary Marketing Objective
The Challenge
Duroflex & Sleepyhead are leading names in India’s sleep and home comfort industry.Duroflex, with decades of expertise, is known for science-backed mattresses and trusted sleep solutions.Sleepyhead, its millennial-focused brand, brings stylish, affordable furniture and comfort products to modern homes.
Together, they combine innovation, design, and convenience to deliver superior lifestyle experiences.With a strong digital-first approach, both brands are redefining how India shops for sleep and home essentials.
Duroflex and Sleepyhead faced pressure to sustain growth while maintaining profitability. The brands needed to:
Improve efficiency of paid campaigns without relying heavily on brand bidding.
- Reduce cart friction and stabilize direct conversions despite price challenges.
- Strengthen organic contribution for long-term visibility.
- Build consistency in creative assets to improve engagement and conversions.
The Approach
The strategy combined sharper channel targeting with performance-driven optimization. Paid campaigns were restructured towards high-intent, low-funnel users, while retargeting and PMax experiments drove incremental efficiency. At the same time, SEO initiatives—AI-driven content revamps, interlinking, CRO enhancements, and schema improvements—lifted organic visibility. Creative refreshes added stronger engagement, and new channels like Bing and Criteo were tested for incremental demand.
“In Q2FY25, we surpassed revenue targets by 21% while reducing spends. ROI doubled through sharper targeting and smarter efficiency — making Catalysts a true partner in driving profitable, sustainable growth.”
-Blesson Joseph, Head – Ecommerce & Digital Marketing, Duroflex Group
37%
ROI doubled with smarter targeting
27%
+123%
- ROI doubled with smarter targeting
- Efficiency improved with reduced spends
- Organic traffic and rankings surged
- New creative assets outperformed BAU campaigns
- New channels (Bing, Criteo, PMax) tested successfully
- Funnel leakages reduced with retargeting + abandonment recovery
The Result
ROI doubled quarter-on-quarter, driven by improved targeting and reduced inefficient spends. Revenue efficiency improved significantly, surpassing growth targets despite lower spends. Paid campaigns became profitable for the first time, with consistently positive returns. Organic contribution grew steadily, with uplift in traffic, keyword rankings, and domain strength.
Funnel performance improved through retargeting and checkout abandonment recovery initiatives also created a foundation for sustained, cost-efficient growth across multiple cities and product categories.