UrbanLadder Hits A Six With Its April Fool Joke [Senior Mattress Tester]

Last week, UrbanLadder ran a LinkedIn job which stated that the company is looking for Sr. Mattress Tester (take a look at the JD below).

On a typical day, you’ll need to sleep on various Urban Ladder mattresses to check for comfort and ease. Each mattress will need to be tested under different conditions, such as after consuming coffee and other caffeine-based drinks, after travelling long distances, as well as under different light and sound conditions.

Desired Skills and Experience

  • Love for sleeping that would put Kumbhakarna to shame
  •  Strong analytical skills and an insightful bent of mind
  • A good understanding of the best practices in mattress design.A passion for product quality and attention to detail.
  • Demonstrated expertise in sleeping under varied condition
  • A strong customer focus
  • A complete lack of enthusiasm and drive

In a matter of hours, the post went viral with several shares and retweets across platforms. It is now conventional wisdom that any marketer will bet their last bottom dollar on Facebook and Twitter, but LinkedIn?

The buttoned-down social network is not generally considered a hotbed of marketing  experimentation. This was proved wrong with our April Fool’s campaign, we had close to 22,000 views for our job post on LinkedIn and over 500 applications in a day’s time.

By April Fools’, we had over 1000 applications on LinkedIn and via email – some serious, some in jest. We had several international applicants asking us if we could send the mattress to them so they could “work remotely”, but were also willing to relocate if required. Applicants included co-founders of other start-ups and employees of some of India’s largest e-commerce websites.

India loves to sleep, no?


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