Changing Brand Perception with a Creative Content-led Press Office

A creative content-led press office for Bensons for Beds

The last 18 months have seen the high street crisis deepen, with town centres losing on average at least 40 shops per town centre in England and Wales, in a stark illustration of the economic conditions faced by retailers and local communities.

Our mission, as Bensons sole PR agency, has been to help raise awareness and understanding around the Bensons brand – positioning it as the leading specialist in sleep wellness.

Using our bespoke live data approach which includes social listening, media mapping and Google analytics we have developed a highly targeted content-led newsroom which includes a combination of product placement, creative news-jacking, content generation and corporate profiling to maintain a steady flow of quality coverage in all the right places.

Bensons partnership with sleep physiologist Stephanie Romiszewski has helped shift perceptions of the brand amongst media by 80%.

Whilst, our fully immersive annual press showcases highlighting all of the new products and innovations from Bensons have allowed us to reach over 60 high-value media titles and influencers including Metro, Daily Express and Evening Standard. 

An in-depth psychological and physiological report into the importance of sleep on the human body also allowed us to own the news agenda for four consecutive weeks during National Sleep Month this year.

All of this has been underpinned by an ongoing calendar of news generation which has kept Bensons front of mind and part of media conversations on a monthly basis.  Activity has included a Meghan and Harry April Fool’s Day spoof around them shopping in Bensons for a baby cot, to a meme-generating slot on This Morning in the lead up to National Sleep Week, as well as supporting key store openings and everything in between.  Whilst an ongoing programme of product placement delivered coverage in media such as The Independent, Which? and Closer online.




pieces of coverage

% sales conversion using SleepPRO

% SOV vs Competitors

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