Case study · Home & Interiors
Sealy wanted to strengthen its authority on sleep, so more people consider it when researching a new mattress. We built a press office around credible expert commentary. It earned 160 pieces of coverage, 20 national, and a 35% increase in referrals to Sealy’s where to buy site.
- +35% referrals to where to buy site
- 160 pieces of coverage
- 20 national pieces
- 50M media circulation
- Client Sealy UK
- Sector Mattresses and beds
- Services Press office, expert commentary
- Audience People researching a new mattress
- Channels National and consumer media
What did Sealy need?
Sealy wanted to use trusted expertise to build consumer confidence, and encourage more people to consider the brand when researching their next mattress.
- Business objective: grow consideration and sales through retail partners.
- Communication objective: strengthen Sealy’s authority in sleep through expert commentary in national and consumer media.
What was the insight?
People research mattresses by researching sleep. Useful expert advice earns trust before the shopping starts.
The idea was be the sleep expert, not the mattress seller.
What did we do?
- Expert commentary. We offered advice-led comment on sleep to journalists throughout the year.
- Seasonal moments. We used moments such as heatwaves to put the advice in front of more people.
- A clear path to buy. Coverage pointed readers towards Sealy’s where to buy site.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 160 | Prohibition coverage log |
| Outputs | National pieces | 20 | Prohibition coverage log |
| Outputs | Media circulation | 50M | Prohibition coverage log |
| Outcomes | Referrals to the where to buy site | +35% | Sealy web analytics |
What did Sealy get from it?
Trust that turned into intent. Referrals to the where to buy site rose by 35%.
What did we learn?
- Advice builds trust. Useful expertise earned coverage and clicks.
- What we would do differently. work with retail partners to track sales from the where to buy referrals.
