McCann Leeds is behind a new campaign for British bedding specialist, Slumberdown.
The team at McCann Leeds devised and implemented the concept for the SleepSeeker campaign, which looks to raise awareness of the brand by educating people on the importance of better bedding in achieving better rest.
The creation of the not-so-secret Sleep Seekers Society helps consumers to seek out the truth behind a good night’s sleep through a series of still images, vector animations and graphic overlays, all played out in a highly-targeted social media campaign.
Anjna Mistry, Senior Marketing Manager at Slumberdown, said: “The SleepSeeker campaign has kicked off to a great start. I am really excited to see the positive results continue to unfold and look forward to the impact it will have on starting to shift consumer behaviours and changing category experiences.”
Coral Cranmer, Head of Planning & Strategy at McCann Leeds, added: “There is often a lot of focus on how to create the perfect environment for a good’s night sleep, turning off technology, soothing soundtracks etc, but the importance of comfortable bedding is usually overlooked.
“Our compelling campaign platform is designed to remind consumers of the central role bedding plays in achieving a quality night’s sleep and how the right bedding can help them to overcome barriers to good rest.”
The social campaign was supported with a retailer activation programme to drive traffic to specific promotions operated by Slumberdown’s retail partners, and a hard-hitting PR campaign which has already secured multiple pieces of national and regional press coverage.
