“Stop Sleeping Around” campaign gets the message heard!
From The Huffington Post to parties via Twitter, we couldn’t be more pleased with the way our message – emphasizing the importance of a quality mattress for healthful sleep and a better life – carried through during Better Sleep Month.
If you look at numbers alone, we’ve done well. Major media outlets, including the New York Daily News, More Magazine, Amtrak’s Arrive Magazine, “The Talk” and “America Now”, featured BSC messaging in May and gave us more than 415 million potential impressions. Our program of teaming with five popular “mom” bloggers gave us another 14 million potential impressions from blog posts, contest entries and tweets.
But here’s the real kicker. We started conversations. LOTS of conversations. And by directing relevant information to our target demographic, we’re creating a more engaged, loyal visitor to our social and web platforms.
What kinds of conversations did we start? Here are a few examples:
- ABC News turned our appearance in the New York Daily News into content for its Facebook page, starting a discussion on the strangest place you’ve fallen asleep.
- Our Twitter event, a two-hour online “cocktail party” hosted by our bloggers, created a whopping 3,400 tweets focused on the importance of a quality mattress for healthful sleep.
- Facebook chats hosted by our bloggers created discussion and engagement around the BSC message.
Most importantly, these conversations stayed on message. You can see it in the message cloud (above and to the left), which captures the terms most frequently paired with the campaign. The larger the font in the cloud, the more frequently the term was used. We’re pleased to see the mattress take such a prominent role.
If you haven’t already, check out the campaign’s Facebook page, Twitter handle and YouTube channel. Share with your networks. And don’t forget our toolkit, located on the BSC’s redesigned website. There you’ll have access to campaign elements to support your own marketing efforts.
As always, we’re here to help, so let us know what else we can do for you.