BENSONS FOR BEDS
Brexit, tough trading conditions and issues with suppliers had given Bensons volume and margin challenges. Whilst the brand was still the number one bed specialist retailer, competitors were nipping at its heels and pure play brands were increasing their marketing spend and trying to establish a voice within sleep wellness. What was a unique brand position for Bensons’ was no longer unique!
A pure brand campaign wasn’t going to deliver the results they needed. We needed to deliver the best of both worlds – hitting the sweet spot of emotional and behavioural triggers.
We reinvigorated Benson's annual survey and focused it entirely on sleep wellness, predominately on 'sleep physiology'. Research-based stories worked to raise awareness, and mobilise behaviour change in a compelling and credible way. The research-led content included a strategic mix of quantitative robust data by academics and very personal evidence-based stories. A partnership with mental health charity MIND, added to the research. Instore activation, topical news hijacking such as 'Stop Snoring Week' and personalised 'sleep diet' programmes for media and influencers meant we smashed comms and business objectives. An all time high of 40% increase in footfall for peak sales period and 31% sales conversion with SleepPRO, Benson's in-house mattress analyser.
"Kazoo’s Sleep Wellness campaign outperformed all previous PR campaigns with a huge 52% share of voice. It was the best performing marketing discipline throughout the business at Easter Peak Sales"
Head of Marketing, Bensons For Beds