A bed-in-a-box for the discerning consumer
A response to the market
Having worked with Harrison Spinks on a number of projects in the past, the luxury bed-maker approached us to support them with the launch of their new stand-out bed-in-box venture, herdysleep.
Made in collaboration with the much-loved Lake District brand, Herdy, the mattress was different to anything that existed in the market. This new bed-in-a-box offered a beautifully handcrafted product that featured Herdwick wool sourced from small farms in the Lakes as well as innovative new pocket-spring technology. It had a great story that needed to be told and in an ever-growing market it needed to stand-out.
Creating a stand-out launch
We devised an integrated campaign that brought together Herdy’s association with the Lake District with the bed-making expertise and traditional craft of Harrison Spinks. Our strategy included an experiential launch event for press, which saw key editors and influencers invited to spend the night on a herdysleep mattress at the Edition Hotel in London, which was followed up with strong ongoing media outreach.
We also created stand-out imagery that reflected the brand’s luxury offering and could be used for press as well as the brand’s owned channels. The campaign positioned herdysleep as ‘one to watch’ and resulted in an uplift in interest and online sales.
In just nine months:
42 million
eyeballs reached through editorial coverage.
10
leading national media editors tried the mattress.
820,000
eyeballs reached through social media.
Herdysleep was awarded:
Best Rural Start Up
Rural Business Awards
Best Eco Living Solution
Express Home and Living Awards
Best Eco Product
Your Home magazine, Home & Interior Awards
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Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.
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