One of the biggest complaints from marketers is that their product is too boring or too run-of-the-mill for people to want to talk about it. But the great thing about word of mouth marketing is, you don’t have to have a “sexy” product for it to work. For example, Leggett & Platt makes the springs that mattress manufacturers put in their products. Even worse, their competition was on the rise — and spreading the word that springs were old-fashioned and uncomfortable.

So to turn around negative word of mouth, Mark Kinsley, VP of Marketing at Leggett & Platt, explains how they did something surprising to get people talking about their premium “hybrid” mattresses: They made a rap video. In his presentation on’s Brand’s Only Summit, Mark explains why that got their customers’ attention and changed the industry’s mind about springs.

Mark also shares:

  • Why you should look outside of your own industry for inspiration
  • How to keep up the momentum of word of mouth
  • How they got 250 people to talk about why a mattress was better for sleep or sex

Watch the full presentation below:

Mattress rap videos, sex research, and millions of dollars, presented by Mark Kinsley from on Vimeo.

Download Mark’s slide deck here.


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