Supported by a new PR agency, the Better Sleep Council is moving its consumer–targeted messages into the powerful world of branded entertainment and social media. The BSC is the consumer education arm of the International Sleep Products Association.
“Suite 7,” a seven–episode Web video series, is being produced for the BSC by New York–based CJP Communications. The premiere episode is in production this month and will launch in December, going live on MyLifetime.com (www.mylifetime.com) and all of its platforms—Hulu, YouTube and Verizon VCast. A new five– to–eight– minute episode is expected to air each week.
Episode 1 also will launch in December on the BSC website, www.bettersleep.org and the ISPA website, www.sleepproducts.org.
MyLifetime.com boasts estimated traffic of 4.2 million visitors per month. According to CJP, it’s an ideal platform for the BSC’s messages about the important connections between wellness, sleep and a good mattress. Two–thirds (67%) of the site’s visitors are women.
The setting for the comedic drama series is a suite in a New York hotel. In each episode, a new couple or group—newlyweds, a divorcing couple, siblings, best friends—checks into Suite 7 and unpacks their “emotional baggage.” The bed is at the center of the room, literally and figuratively—the mattress is the catalyst for every conflict resolution. Thematically, “Suite 7” will focus on renewal, necessary changes and overall life improvement. The “mattress as hero” message will be threaded through in creative ways.
The “Suite 7” cast includes a host of recognizable Hollywood stars:
- Craig Bierko (“Damages,” “Cinderella Man”)
- Shannen Doherty (“Beverly Hills, 90210”)
- Illeana Douglas (“Easy to Assemble,” “Entourage”)
- Josh Malina (“The West Wing”)
- Milo Ventimiglia (“Heroes,” “Gilmore Girls”)
Among the writers, directors and actors are two Tony winners, one Emmy winner and three Emmy nominees, two Golden Globe nominees, two Streamy winners and four Streamy nominees, and two Webby winners. (The Streamy Awards honor excellence in original Web television programming; the Webby Awards recognize excellence on the Internet, including websites, interactive advertising, online film and video, and mobile Web.)
CJP will be working with key distribution partners on the buildup to the launch, using social media and traditional media outreach to pique interest and create excitement starting in November. Lifetime will promote “Suite 7” on its TV network, directing viewers to the Web series.
“This relationship between ‘Suite 7’ and Lifetime marks the first time a major network will distribute and promote an original Web series it didn’t produce or own,” says BSC Director Karin Mahoney. “Lifetime is basing this solely on the quality of the ‘Suite 7’ concept, attached talent and track record of CJP.”
‘Social media makes sense’
Mattress industry executives serving on the BSC selected CJP as the BSC’s agency in May and are excited about the new direction of the marketing and communication efforts.
“The Better Sleep Council is leveraging the dramatic growth in social media to deliver our positive messages of the benefits of a good night’s sleep more efficiently and effectively,” says BSC Chairman Jimmy Orders, president of Greenville, S.C.–based mattress producer Park Place Corp. “The world is changing faster and faster—and BSC will be part of that change. ‘Suite 7’ will reach a much broader spectrum of people than we’ve ever been able to reach before. It’s the most exciting program the Better Sleep Council has ever launched.”
“Based on the Better Sleep Council’s strategy and budget, using social media makes tremendous sense. Entertaining the audience while delivering a message has proven to be more effective than traditional delivery methods. Our industry has an incredible story to tell and this is a great way to tell it,” says Mark Quinn, BCS vice chairman. Quinn has produced Web videos in his role as vice president of marketing for the residential furnishings segment of Carthage, Mo.–based industry supplier Leggett & Platt.
Orders and Quinn are members of a BSC subcommittee overseeing the creative development, scripting and production of “Suite 7.” Other subcommittee members include Peter Bils of Select Comfort; Julia Rosien, Natura World; and Dan Schecter, Carpenter Co.
“Their oversight ensures that ‘Suite 7’ represents our interests and the industry in the most positive way,” Mahoney says.
‘The Seven–Year Ditch’
Complementing the “Suite 7” series is a new mattress replacement message approved by the BSC: “The Seven–Year Ditch.” For maximum comfort and performance, you should change your mattress every seven years.
The seven–year replacement message is a refinement of the BSC’s recommendation that mattresses be evaluated for replacement every five to seven years.
That time frame is based on research done in 2005 at Oklahoma State University comparing participants’ sleep on their old mattresses—which were at least five years old (mean of 9.7 years old)—to their sleep on a new bed.
When sleeping on a new mattress, participants reported significant reductions in lower back discomfort (55%) and spine stiffness (51%), together with significant improvements in sleep quality (62%) and sleep comfort (71%).
Web series: How & why they work
“Web videos are the hottest thing online right now—and online is where your customers are,” says Eric Blinderman, managing director for New York–based CJP Communications. “They are a powerful means to carry through and effectively deliver your messages.”
Web videos are entertaining, short–form episodes developed specifically for online viewing and designed to engage consumers, keeping their attention long enough to market a product, service or message. Hosted on specific sites, they also are repackaged across digital platforms, including mobile and video–on–demand channels.
Consider these Web video facts:
- Americans watch approximately 100 million online videos per week
- Web video outstrips all other social media
- 72% of U.S. Web users watch online videos
- The average U.S. Internet user watches 186 videos per month
- 183 million Americans watched 33.9 billion online videos in May 2010 alone
- Branded–content Web videos provide a 20% improvement in message recall
- Web series messaging provides an 82% brand awareness boost versus advertising industry norms
BSC’s new PR agency is leader in Web work
After a competitive review of nine agencies, the Better Sleep Council chose New York–based CJP Communications as its agency–of–record for marketing, communications and public relationship efforts in May.
The BSC is the consumer education arm of the International Sleep Products Association, which promotes the important link between good health, a good night’s sleep and a good quality mattress.
“A great night’s sleep is so important to all of our lives; we consider it a noble cause to help spread that message and empower people to learn how they can improve their sleep,” says Jennifer Prosek, CJP chief executive officer.
CJP (www.cjpcom.com) is one of the largest independent public relations firms in the United States, with 70 professionals working at offices in New York, London and Connecticut. It is a full–service firm, providing public relations, financial communications, investor relations, corporate communications, consumer campaigns, digital and social media, crisis communications and issues management.
The agency was named a “Best Agency to Work in PR” by PR News and an “Inc. 5000” fastest–growing company by Inc. magazine in 2009. It has won numerous awards for its work, including recognition last year for outstanding logo and graphic design, crisis communications, media campaigns and telecommunications programs.
CJP has become one of the industry’s leading producers of Web videos for its clients and partners. Ad Age named its IKEA–sponsored Web comedy “Easy to Assemble” the “Most Watched Branded Web Series Ever.” (To watch an IKEA episode, go to www.youtube.com/watch?v=wMIjC16–Dwg, Episode 6, “Personal Shopper.”) Earlier this year, two CJP web series were nominated for “Best Branded Entertainment Web Series” at the Streamy Awards.
CJP’s “Suite 7,” a seven–episode web video series premiering in December, is the agency’s largest project for the mattress industry, but it will work with the BSC on other projects, including the annual Better Sleep Month in May, using a mix of social media and traditional PR methods.
“Having served on the BSC for several years, I know firsthand the importance of having a strong and nimble PR firm to help promote the industry’s consumer messages,” ISPA Chairman Don Wright said when the selection announcement was made. Wright is chief marketing officer of industry supplier Wright of Thomasville, based in Thomasville, N.C. “I’m excited with the firm that the BSC has chosen.”
