Case study · Home & Interiors
A mattress is an infrequent, considered purchase, so Sealy has to join conversations already happening to stay front of mind. We scanned ahead for heatwaves and prepared expert advice on sleeping in extreme heat, pitched early to journalists. Sealy appeared in 11 national titles, including The Sunday Times.
- 11 national pieces
- 1 Sunday Times feature
- 100% multi-mention coverage
- 84 average domain authority
- Client Sealy UK
- Sector Mattresses and beds
- Services Reactive press office, expert commentary
- Audience UK consumers
- Channels National media
What did Sealy need?
Sealy is a premium mattress brand. People do not think about mattresses often, so the brand struggles to stay front of mind between purchases.
- Business objective: keep Sealy front of mind so it is considered when people buy.
- Communication objective: position Sealy as the trusted authority on sleep by joining national conversations already taking place.
What was the insight?
Every heatwave, people struggle to sleep and journalists look for advice. The brand ready with an expert gets the call.
The idea was be ready before the heat arrives.
What did we do?
- Horizon scanning. We watched the forecasts for heatwaves.
- Expert advice. We drafted advice-led comment on sleeping in extreme heat.
- Pitched early. We sent it to journalists before the heat hit.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | National coverage pieces, including The Sunday Times | 11 | Prohibition coverage log |
| Outputs | Coverage mentioning Sealy more than once | 100% | Prohibition coverage analysis |
| Outputs | Average domain authority | 84 | Prohibition coverage analysis |
What did Sealy get from it?
National visibility at a moment everyone was talking about sleep, with Sealy named in every piece.
What did we learn?
- Prepare for the weather. Horizon scanning turned a heatwave into a planned opportunity.
- What we would do differently. track visits to the Sealy site and retailer pages from coverage, to show the link to consideration.
