Slumberdown
Raising awareness of Slumberdown's new bedding range
Slumberdown’s new bedding range, Truly Washable, had a strong proposition but a relatively small budget to support it. We launched their range on the back of a survey we commissioned highlighting how infrequently people wash their bedding.
In fact, 66% of the UK population throw their pillows and duvets away instead of washing them, wasting over £200m worth of bedding each year. This became the focus for an integrated PR and social media campaign.
Samples were sent to high profile parenting bloggers and websites, generating lots of positive product reviews and a vlog about washing duvets and pillows. These videos were shared with their followers, across all Slumberdown social channels and on the campaign landing page.
‘Washing bedding’ became a major topic of conversation on social media, in press and on radio. And Slumberdown? They cleaned up.