Prohibition was briefed by the UK arm of the world’s biggest bed manufacturer, Sealy, to deliver a campaign around sleep. The aim was to ensure Sealy was the brand being talked about – both on and offline – in relation to all things sleep.
A crucial element of the brief was to engage with Sealy’s key audience (ABC 1 male and females aged 35+) in an informative and meaningful way. In addition to meeting both business and communication objectives for the company; primarily supporting the business by increasing traffic to the Sealy website by at least 20%+ and share of voice around the subject of sleep by 25%+, whilst also building communication and conversation around sleep and securing earned media links in at least 3 high quality, relevant online national media with a domain authority of 30 >.
Sleep is an extremely well discussed topic, so for any brand to achieve stand out in share of voice is tough. Prohibition wanted to ensure Sealy’s ownership of sleep lasted beyond a limited period – and so developed a campaign that ensured share of voice lasted, driving maximum value and awareness. To deliver this Prohibition created ‘Sealy’s Worldwide Sleep Census’.
This was supported by a campaign microsite, sponsored by our global Universities, featuring a new white paper and infographic. This content was then seeded worldwide via strategic PR announcements and an extensive social PPC campaign. Further value was delivered via a series of micro-campaigns, which focused on key issues revealed by social listening to resonate with our consumers. These included:
- Sleep debt – do women miss out over men when it comes to a good night’s sleep?
- Early risers – are you healthy and happy if you wake early?
- Mum’s have the most tiring job in the world
The campaign has delivered an increased brand exposure of 29%, a PR reach of 450,000 both in print and online. National exposure included Daily Mail, Independent on Sunday, Daily Star, Huffington Post, Telegraph and numerous radio slots. The campaign also received praise globally with multiple partners commenting on the insight of the census. In addition, 180 pieces of global coverage have been secured.
Media exposure had a direct impact on the brand – throughout the year to date Sealy has increased its share of voice by 35% against key competitors, in addition to increasing visits to the website by 32.8%