The Better Sleep Council is launching a new campaign, “Get on Top,” in celebration of Better Sleep Month this month, which urges consumers to “stop faking it in the bedroom and get on top . . . of a new mattress!”
“Get on Top” will support retailers’ efforts leading up to Memorial Day sales by coaching consumers over the most common hurdles of mattress replacement. Integrated campaign elements include:
Fresh social and web content
BetterSleep.org and BSC social content will leverage a “Get on Top” theme to encourage consumers to stop making excuses for their old mattress and to get on top of a new one to feel the difference. This supports retailers’ sales rush with complementary messaging prior to May ad buys and Memorial Day mattress sales.
Contest-driven influencers
The Better Sleep Council social promotions and weekly giveaway contests will be bolstered by a team of 16 brand-neutral bloggers in the mom, lifestyle, DIY and beauty spaces. BSC Facebook fans can enter for a chance to win more than $2,000 in giveaways.
New research findings
The Better Sleep Council compiled in-depth, qualitative research to discover the pain points of mattress replacement and collect content for its promotional efforts. Research topics explore the impacts of poor sleep, consumers’ idea of a perfect mattress, how consumers make purchase decisions, how they compare prices, and their strongest considerations when speaking with a mattress expert.
Traditional media distribution
A wire release distributed a week before Memorial Day will reveal new research findings and provide pertinent tips for prospective mattress buyers, highlighting the efforts of the “Get on Top” campaign through Better Sleep Month.
Promoted giveaway contest
Each one of the 16 brand-neutral bloggers will host a $50 giveaway and share mattress-related BSC content, plus promote their posts on social channels. The BSC is also giving away a $1,000 grand prize on its Facebook page; contest entrants will be prompted to like the BSC Facebook page before they can enter.
