No time for sleeping on the job
Since 1924, Sleepeezee has been at the forefront of bed making, expertly handcrafting its beds and mattresses in Britain. It uses a combination of luxury materials, innovative designs and traditional techniques.
With 160 mattress companies in the UK we were on a mission to prove Sleepeezee was more than just another mattress brand.
Tasked with supporting its ambitions of doubling brand awareness, share of voice, engagement and sales within the first 12 months of its marketing investment, there was no time for sleeping on the job.
Springing into action
Our strategy was grounded in consumer research carried out by PwC. This gave us invaluable insight into the market and the lack of consumer understanding of different brand’s offers.
It showed that consumers struggled with choosing a mattress brand seeing them as ‘all the same’.
Much of the marketing focus of mattress brands being on the technical specifications and manufacturing process, but the research showed that all of this just seemed like white noise to consumers.
We therefore took a disruptive approach to Sleepeezee’s positioning by focusing on the benefits that sleeping on one of its mattresses would bring.
The line, ‘Everything’s easy when you Sleepeezee’, was developed to put the focus on the positive impact of a good night’s sleep and the influence this has on our ability to perform well in our daily lives, bringing significant health and well-being benefits.
We produced great in-store and online materials for the brand’s retailer network, as well as developing a content strategy for consumer channels.
We really did wake up Sleepeezee’s audiences to a better night’s sleep. During the first 18 months of the campaign, Sleepeezee’s recall with consumers moved up to third in the UK. The brand’s turnover also increased by £6m+ at a time when the wider bed market performance was negative.
“I appointed Cool Blue to help Sleepeezee with our strategic growth journey.
They are a passionately committed team that delivers what they promise.
Initially, they benchmarked against the leading sector players and married this with feedback from consumer-focused research and purchase safaris.
They then developed a brand strategy and campaigns that delivered great results.
In summary, I have been hugely impressed by Cool Blue’s expertise across technical development, creative solution finding and project management. They have consistently delivered excellent outcomes.”
Joe Wykes, CEO, Adova Group
Barker and Stonehouse: Gateshead Store LaunchUnveiling the new £5m store in Gateshead.
Harrogate Spring Water - Mindful DrinkingBringing a taste of Royal Ascot to North Yorkshire.
The City Baths Newcastle X John LewisBringing a brand partnership to this historic leisure destination.
Barker and Stonehouse: A Story of SustainabilityA sustainable approach to furniture retail.
Grainger MarketEnhancing Newcastle’s Bustling Grade I Traders Market.
Anglo American:Powering cyber security.
Teesside UniversityCelebrating the Tees Valley digital community.
ProtiumStakeholder communications and engagement strategy.
North P&I:160 years of incredible maritime history.
Middlesbrough College:Finding brand purpose for a dynamic educator.
Sleepeezee:Everything's easy when you Sleepeezee.
North East England Chamber of CommerceGiving businesses their say in skills provision.
Ercol:A moment of pride in ercol’s history.
Newcastle Helix:Our City’s Drive Towards Net Zero.
Story Homes:A new chapter for this thriving residential developer.
Stephenson WorksA welcoming and generous spirit.
NewcastleGateshead Quays:A quay moment for NewcastleGateshead.
TeesAMP:Making it in Middlesbrough.
NewcastleGateshead Convention Bureau:Tyne to get back to business.
Tees Valley Combined Authority:Encouraging staycations in Tees Valley.
Siglion:Bringing some vitamin sea to Seaburn.
North East Ambulance Service:A global pandemic.
Thirteen Homes:How do you want to live?
herdysleep:A first of its kind for the bed-in-a-box market.
Libra Interiors:Connecting consumers in a new way.
Tees Valley Combined Authority:Tees Valley Mayoral Election Campaign.
Animex:A virtual event bringing the brightest of minds together.
Imagine. Create. EGGER:Launch of a new product range for this global manufacturer
Finchale Group:A dynamic rebrand for the leading employment charity.
Duresta:A brave and bohemian collaboration.
South Tyneside Council:Recognising local community heroes.
Fusion:Healthy in the Heart of the City.
UK Land EstatesBuildings for Business.
Merit HoldingsA world leading engineering company.
Harrogate Spring Water:Continuing to make a difference.
Barker and Stonehouse:Say hello to Mr Clarke.