In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Julia Cooper, Vice President of Brand and Marketing at Endy. Endy revolutionized Canada’s mattress industry by being the first to deliver premium mattresses in a box, disrupting traditional brick-and-mortar retail with 2-day delivery across Canada. Julia shares how Endy transformed from a direct-response focused startup into a brand-first company by flipping conventional sleep marketing on its head – positioning themselves around the energy and potential of mornings rather than the fatigue of bedtime. Through strategic partnerships with Tim Hortons and the WNBA, innovative regional localization in Quebec, and a disciplined approach to influencer marketing, Endy has built a distinctly Canadian brand that drives both awareness and performance.

Topics Discussed:

• Transitioning from direct-response to brand marketing in D2C

• Disrupting sleep industry marketing by focusing on morning outcomes

• Strategic scaling of influencer programs from “always on” to campaign-driven

• Regional localization strategies for culturally distinct markets

• Leveraging partnerships and sponsorships for brand awareness and growth

• Implementing AI experimentation mindset across marketing teams

• Building authentic brand partnerships that drive both awareness and performance

Lessons For Consumer Marketers:

Lead With The Outcome, Not The Process

Endy discovered that while competitors focused on sleep and relaxation (the process), consumers were motivated by what great sleep enables – being better than yesterday. Their “Rise to Shine” platform shifted messaging from bedtime fatigue to morning potential, differentiating them in a sea of “sleepy” marketing. This insight came from surveying Canadians about their relationship to sleep and broader life goals.

Treat Influencer Marketing as Campaign Artillery, Not Background Noise

Julia dramatically scaled down Endy’s “always on” influencer program that had become set-it-and-forget-it. Instead, they now deploy influencers strategically around major product launches and campaigns. This approach saves budget while creating more impactful moments rather than contributing to the generic content that makes all brands look identical.

Manufacture Local Authenticity Through Operations

When Endy was declining 17% in Quebec post-pandemic, they didn’t just translate ads – they literally moved manufacturing to Montreal to legitimately claim “Made in Quebec.” This operational commitment to regional authenticity, combined with Quebec-specific PR and francophone influencers, drove 37% year-over-year growth in that market.

Use The Logo Test for Brand Distinctiveness

Julia’s litmus test for ownable marketing: “If you could just put your competitor’s logo on it, it’s not ownable.” She applies this to everything from influencer content to partnerships. The goal is creating work where you could remove your logo and people would still recognize it as your brand – a critical differentiator in D2C’s sea of sameness.

Structure Partnerships Around Brand Platform, Not Just Audience

Endy’s WNBA partnership works because elite athletes embody their “Rise to Shine” platform – the idea that recovery isn’t time off, it’s time put in. This authentic connection drove 50% lower cost per acquisition and above-benchmark ROAS on WNBA content because the partnership felt natural, not forced.

Implement AI Through Experimentation Culture, Not Grand Strategy

Rather than seeking AI mastery, Julia fosters constant experimentation across teams. Their creative team tests AI video tools, web team explores checkout optimizations, and everyone has autonomy to try new tools. This mindset acknowledges that AI changes weekly, making adaptability more valuable than expertise in any single tool.

Balance Brand Investment With Traffic Health Metrics

Julia uses direct traffic and organic branded search as leading indicators for when brand investment is needed. When Endy announced their WNBA partnership, branded search for their top five keywords increased 47% year-over-year – proving that authentic brand storytelling directly impacts bottom-funnel metrics.

Source Inspiration Beyond Your Algorithm

Julia’s advice to break through D2C sameness: “Get off your phone.” When inspiration comes from algorithms, you only see iterations of content you’ve already engaged with. Her background in film criticism taught her to find inspiration in art, culture, and real-world connections rather than the feedback loop of social media feeds.