Hoffman Estates, Illinois-based Serta, part of Atlanta-based Serta Simmons Bedding Co. LLC. has created a provocative content marketing series called ComfortSutra, with tips, tricks and positions that it says brings comfort back to the bedroom.
The online series, which began Labor Day weekend, aims to help solve comfort problems through an assortment of quizzes, videos and other illustrations.
To help launch the program, Serta, partnered with comedian and actress Loni Love, whom it named the guru of ComfortSutra. In her signature cheeky style Love offers advice on how consumers can have “better bedroom performance” with ComfortSutra.
“We could all use a more comfortable night’s sleep, which is why I’m so excited to team up with Serta to help develop ComfortSutra,” Love said. “We’ll talk about everything from size, new positions and pillow talk—but not the way you’re thinking! This is all about getting comfortable so we can get some quality sleep.”
As part of the launch, Serta invited consumers to take selfies of themselves on a Serta mattress at a local retailer and share them on social media with a caption detailing their favorite way to get comfortable. One winner was selected to receive a Serta “Comfort for Life” bedroom makeover complete with a new Serta mattress and other products. The winner also was eligible to receive a new mattress, free of charge, for life (every five to seven years). Throughout the campaign, Serta is giving away daily comfort-themed prizes, such as Serta sheets, pillows and limited-edition Serta Counting Sheep plush toys.
“We wanted to provide consumers with the resources to experience more comfort in the bedroom and we’re excited to deliver it in a fun and engaging manner through ComfortSutra,” said Andrew Gross, executive vice president of Serta. “We at Serta are devoted to helping consumers make comfort a priority in their lives—and that starts with understanding the role a mattress has in comfort.”