In response to feedback, industry supplier Leggett & Platt announced in May that it would revise and re–release its “Virgin Mattress” Web video series and social media marketing campaign. The campaign was designed to support the launch of L&P’s VertiCoil Edge innerspring.
“We received all kinds of feedback—positive and negative—from our employees, customers and partners. We’re going to take advantage of the ‘social’ part of social media and incorporate the insights shared with us,” said Mark Quinn, director of marketing for the Residential Furnishings Segment of the Carthage, Mo.–based company. “Anytime you push the envelope and try something new, you’re bound to generate discussion and make mistakes. What matters is what you do with the feedback. We feel strongly that our industry needs to market directly to consumers in a way that makes them look at the mattress–buying experience in a new and more objective way. We plan to share the next webisode in a few months with a modified approach to appeal to our core audiences without losing the humor of the campaign.”
The “Virgin Mattress” series features an engaged couple, Esha and Liam, searching for a new mattress for their life together. Both characters will participate in conversations with consumers through Twitter and Facebook accounts operated by the L&P communications team. The related Web site, www.thevirginmattress.com, also is being relaunched.
