Transforming a sleeping giant into a household name

Spring in to action

Our strategy was grounded in research, carried out by PwC, which gave us invaluable insight into the market and challenges within the customer purchase journey.

Armed with the knowledge that the three most important decision drivers when purchasing a bed were price, size and comfort level, we developed a first-of-its-kind website, which placed these decision factors at the forefront of the purchase journey, allowing customers to filter their options based on personal criteria.

The website also supported the footfall aims of Sleepeezee’s partner retailers by helping customers find their nearest stockist following the make-up of their dream bed on the website.

Waking audiences up

Our campaign strapline ‘Everything’s easy when you Sleepeezee’ promoted the positive impact of a good night’s sleep and the influence this has on our overall health and wellbeing.

TV personality Dr Ranj joined the brand as ambassador in 2019, having honed his bedside manner at Sleepeezee’s bed factory in Kent, hand-tufting mattresses at the age of 18 before heading off to medical school.

Both highly engaging and credible, Dr Ranj reinforced our key health and wellbeing messages and advocated for the brand across his own social media channels, as well as in our media outreach.

He featured in brand photoshoots, leading lifestyle magazine editorials, at media events, across social media and on Sleepeezee’s slick new website, with a monthly guest blog written to enhance SEO.

Our social media campaign supercharged the Sleepeezee story, with exclusive insights into the bed-making process, lifestyle and interior inspiration and top health and wellness tips.

Inspiring content boosted Sleepeezee’s following, engagement and brand awareness, with some of the highest engagement posts also driving sales on its direct to consumer online store.