The marketing spend and influence of ‘scale-ups’ is, well, scaling up and the marketing industry isn’t prepared. The eve sleep paper is a contribution to our understanding of the new rules of effectiveness, offering a scale-up’s perspective on marketing effectiveness. The business had a few objectives: to reverse its share price decline; achieve 15% gross sales after discount (GSAD) from non-mattress products; and grow total GSAD and move into sustainable profitability. Econometrics provided insights to make spend and channel choice more effective and to target consideration as a key metric to drive sales. Distinctive creative was developed, including a fluent device of a sloth and used alongside the ‘Switch Off’ Campaign. The case details evidence that the strategy exceeded targets.