Symphony Sleep Uses Generative AI to Boost Adjustable Base Marketing
Symphony Sleep is using generative video to tackle a persistent problem in its category: consumers don't understand what adjustable bases do or why they should care.
The St. Peters, Missouri manufacturer released "The Tank," a short-form video across YouTube, TikTok, Instagram and LinkedIn. The video depicts a military team using adjustable bed bases as a makeshift bridge to cross a canyon.
John Schulte, Symphony Sleep president, said the company chose AI production to create content faster while keeping messaging consistent. The video emphasizes product durability and German engineering-core selling points for the brand.
The campaign addresses a gap between growing consumer interest in sleep health and limited awareness of adjustable base functionality. Symphony Sleep plans additional videos throughout 2026 focusing on product features, lifestyle benefits, and accessories.
The initiative extends beyond social media. Symphony Sleep is providing retail partners with AI for marketing support tools including QR-enabled product videos and sales associate training resources.
"We are not satisfied with the way it's always been done," Schulte said. "Innovation is at the heart of our brand DNA."
Symphony Sleep will exhibit at the spring High Point Market for the first time, showing at the Centers of High Point|Hamilton in space H-131.
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