Case study · Health & Wellbeing
Ostrichpillow was known for travel pillows. It wanted to grow in the UK and be seen as a credible voice in sleep, recovery and everyday wellbeing. We combined health and wellness media relations with product sampling. Coverage sent 349 visitors straight to its site, and 80% of samples turned into coverage.
- 349 coverage referrals
- 20 national pieces
- 10M media circulation
- 80% sample to coverage conversion
- Client Ostrichpillow
- Sector Sleep and wellness products
- Services Press office, health PR, product sampling
- Audience UK consumers interested in sleep and wellbeing
- Channels National health, wellness and lifestyle media
What did Ostrichpillow need?
Ostrichpillow wanted to grow its UK presence, and move its brand beyond travel into the wider sleep, recovery and wellness market.
- Business objective: drive UK consumers to the website and grow sales.
- Communication objective: position Ostrichpillow as a credible voice in rest, recovery and wellbeing in national health and wellness media.
What was the insight?
Wellness journalists write about what they have tried. Getting the product into their hands matters more than any press release.
The idea was health-led stories, backed by samples.
What did we do?
- Health and wellness angles. We pitched sleep and recovery stories, not travel accessories.
- Targeted sampling. We sent products to the journalists most likely to write about them.
- Links to product. We pushed for coverage that sent readers straight to the site.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | National pieces | 20 | Prohibition coverage log |
| Outputs | Media circulation | 10M | Prohibition coverage log |
| Outputs | Samples converted into coverage | 80% | Prohibition campaign reporting |
| Outcomes | Referrals from coverage to the website | 349 | Ostrichpillow web analytics |
What did Ostrichpillow get from it?
A place in the UK wellness conversation, and readers sent straight to the product. Four in five samples turned into coverage.
What did we learn?
- Sample with purpose. Targeted sampling produced an 80% hit rate.
- Change the category, change the audience. Health-led angles opened new titles.
- What we would do differently. track sales from coverage referrals, not just visits.
