Sleepy’s Mattresses

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For the Sleepy’s Facebook promotion an app called “What is your favorite sleep position?” was created by the folks at D4 Creative Group. People who signed up for the app were offered a free travel pillow coupon.  Our job was to promote the app and the pillow giveaway using our unique digital PR strategies. The campaign resulted in 5,000 new Facebook “Likes.” All 5000 pillows were redeemed in stores and the campaign received a 2011 Philly Addy Award for innovative marketing techniques.

Objective:​

  • Kick start Sleepy’s Facebook campaign
  • Cultivate their Facebook fan-base
  • Give away promotional travel pillows​

​Actions Taken:​
A promotional campaign and Facebook app developed by D4 Creative group entitled “What Is Your favorite Sleep Position?” was created. The campaign with the app as its centerpiece had images of people sleeping in a variety of different ways and they were asked to chose their favorite position. After voting, participants were given a promotional coupon that they could print out and use in stores to redeem a free travel pillow.

Created blog articles and submitted press releases to various websites outlining the details of the promotion. We subsequently submitted these articles to bookmarking sites such as Digg, Reddit and Stumbleupon to ignite social sharing. Our unique blend of digital PR and black hat tactics created a torrent of visitors to the Sleepy’s Facebook fanpage.​

Result:​
Within three days Sleepy’s fanpage gained 5k new likes and all 5k travel pillows were redeemed in stores. The remarkable thing about our Sleepy’s campaign was that we were able to convert internet traffic to in-store foot traffic. the campaign proved to be a huge success, bolstered sales, and served as an excellent jumpoff for their Facebook fan page.

​The campaign was awarded a 2012 Philadelphia ADDY award for excellence in interactive marketing. Just for fun, we tallied up all of the votes and learned that most people like to sleep on their backs.

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