Client: Sleep Innovations
- Break through the clutter and boredom surrounding sleep products, and communicate that a night’s rest on Sleep Innovations’ newest mattress topper – the Novaform Gel Mattress Topper – is about waking up feeling like you’ve had a dreamy night of sleep.
- Activate a product review program to generate positive endorsement and buzz.
- Reach women from a variety of demographics who controlled the purchasing power for bedding in their households.
- Encourage engagement from women in social media and on other online platforms.
Strategies and Tactics:
Help Moms Get Some ZZZs:
- Identified mommy bloggers as the key target for this product launch, as they fit the requirement of female decision makers.
- If they could only sleep on it… SA knew that the Sleep Innovations’ Novaform Gel Mattress Topper was an experiential product, and the team needed mommy bloggers to literally “sleep on it” to secure positive reviews by female influencers.
- Executed a campaign that complied with FTC regulations while sampling a Queen-sized mattress topper to selected, influential mommy bloggers.
- Identified a group of top mommy bloggers who were willing to review products they truly believed in, and sent the Novaform Gel Mattress Topper to each mom to test out – with the hope they could catch some quality shut-eye!
- Identified and secured an opportunity with a Valentine’s Day review and giveaway event with 12 influential mommy bloggers for the Novaform Gel Mattress Topper.
- In addition to providing products for each blogger to review, SA also provided toppers for each reviewer to give away to their followers.
- Visitors to each of the twelve blogs commented on the bloggers’ review posts one or more times for chances to win the Novaform Gel Mattress Topper, facilitating engagement and conversation in the comment threads.
The Sleep Innovations Novaform Gel Mattress Topper was a huge hit with mommy bloggers, many of whom attested they were getting the best night of sleep they had ever experienced. Reviewer comments include:
- “I am amazed at how awesome this thing is. Can you think of a better Valentine’s Day gift than the gift of a good night’s sleep all year long? I didn’t realize how poorly I was sleeping until I tried this topper. I wake up less during the night and am super comfortable in my bed now!” – Nicole’s Nickels
- “This mattress topper is the perfect addition to any mattress, new or old. And for those of you that have had the same mattress for years, this Novaform Gel Mattress Topper will likely make you feel like you’re sleeping on a brand new mattress!” – Hip2Save
The gel mattress topper’s inclusion in the Valentine’s Day blogger event produced enormous results. 12 Mommy Blogs that participated:
- Nicole’s Nickels, Hip2Save, I Heart Publix, Coupon Karen, She Saved, Penny Pinching’ Mom, “Cents”able Momma, Wild for Wags, Coupon Dad, Totally Target, Hoosier Homemade, IGoBOGO
In just FIVE days, the blogger event generated:
- 3,744,040 Page Views (Combined from all 12 gel topper reviews)
- 21,265 Comments to the 12 gel topper reviews
In addition, all 12 reviews were high quality and extremely positive, mentioning the “gift of sleep” and intentions to buy mattress toppers for every bed in the house.
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