A Bed-in-a-Box for the Discerning Consumer

The Client

Luxury bed manufacturer Harrison Spinks approached Cool Blue, having previously worked with the agency on a number of projects for its other brands. In collaboration with The Herdy Company, the business was poised to venture into the ‘bed-in-a-box’ mattress market and was looking for a campaign to set it apart from other products in an increasingly crowded market.

The Brief

Develop a stand-out brand to launch the new herdysleep concept, portraying it as a luxury brand within an emerging market.

Communications Strategy

The herdysleep USP lies in its brand position as a handmade British bed-in-a-box that combines responsibly sourced Herdwick wool with innovative spring technology, to create a ‘rollable’ mattress. This was a market first and something worth shouting about.

Cool Blue devised an integrated campaign to launch herdysleep to media and consumers.

We highlighted the collaboration between Lake District-brand Herdy and expert mattress maker Harrison Spinks in an inspiring brand book and invited editors to experience the ultimate hotel sleepover.

The Launch Event

 

Our experiential team made sure the launch was memorable, relevant, and had maximum engagement. Our strategy was simple—why shout about how comfortable herdysleep mattresses are when key influencers can do the job much more loudly for us.

So we hosted a one-week hotel takeover of two suites at the luxurious London Edition Hotel and invited the media to spend the night. We dressed the rooms with herdysleep mattresses and other Lake District delights—handpicked to reinforce the provenance of the brand.

We targeted key journalists covering national, home interest, women’s and lifestyle titles and invited them to spend a night in a herdysleep suite. Editors from The Telegraph, Metro, Elle Decoration, Country Life and Homes & Gardens took up our invitation, with the resultant coverage exceeding the client’s expectations.

Social Hype

We used social media to great effect, reaching targeted audiences and helping to develop the brand’s lifestyle appeal.

The quality of the product was demonstrated through beautifully designed creative assets which focused on the provenance of each element of the mattresses.

Testimonial image

Introducing Folk: The Latest Look from Herdy

“Introduce natural materials such as weathered wood and unglazed terracotta for a rustic touch that will prevent the space from feeling too saccharine. Placing tumbling greenery around the room is a beautiful way to tie this charming scheme together and will introduce a modern fairytale vibe.”

METRO

Copywriting

The team at Cool Blue was responsible for writing the campaign copy. We agreed on a friendly and inclusive voice for the brand, using informal everyday language across all elements.

Photography

We wanted the photography to tell the story of the product from herd to home.

We ensured that the mattress was shot in an aspirational bedroom setting, showcasing the mattress with and without bedding.

We also created strong editorial lifestyle imagery which was key for securing ongoing press coverage across a range of titles from high end to mass market.

Brand Book Design

We developed a suite of product books incorporating the photography we commissioned, showing a range of trend-led bedroom looks for the following seasons.

Alongside shots of the mattresses in-situ they also included interviews, design details and information about how the mattresses are made.

Online Advertising

To boost online visibility and encourage conversions, the herdysleep team chose to embark on online advertising. Cool Blue developed a clean design that made the photography stand out, grabbing the attention of potential buyers and encouraging them to click through.

Results

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

The Daily Telegraph

“The idea that it’s possible to create the ‘perfect’ mattress using memory foam has raised a few eyebrows. The latest entrance in the bed-in-a-box market, Cumbrian company Herdysleep, offers just that; traditionally tufted, hand finished mattresses with thousands of pocket springs. The upshot is the most luxurious rolled mattress on the market.”

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