Everything's easy when you Sleepeezee

The Client

Since 1924, Sleepeezee has been at the forefront of bed making, expertly handcrafting its beds and mattresses in Britain using a combination of luxury materials, innovative designs and traditional techniques.

Challenge

160 mattress companies in the UK with a market value of approx £798 million.

Our challenge was to differentiate Sleepeezee (a sleeping giant in the industry) and position them as a leading mattress manufacturer and support their ambitions of doubling their brand awareness, share of voice, engagement and sales within the first 12 months of their marketing investment.

Results

D2C website sales – 4.2x sales YoY comparison

152.6%

growth followers on Facebook

313.4%

growth followers on LinkedIn

The Solution

Understanding the market and the typical industry behaviours, we were able to advise on the best positioning for the brand and provide a creative approach that would resonate with their existing and prospect audience groups.

Our creative and digital solutions approach simplified the buying process or pre-instore visit, making this a lot easier for customers overall.

Website design and development

Website design and development

The research found that customers are often confused by technical jargon and the purchasing journey can be complicated – but the three most important decision factors which the insights revealed for a bed purchase were price, size and comfort level.

We developed a website first-of-its-kind for the industry which placed these decision factors at the forefront of the website, allowing customers to filter their options based on personal criteria. The website also supported footfall aims to their partner retailers by helping customers find their nearest stockist following the make-up of their dream bed whilst on the website.

The Campaign

Dovetailing the success of the website, we also developed a new brand campaign ‘Everything is easy when you Sleepeezee’ – designed to put the bed brand back ‘top of mind’ for all customers. The campaign promotes the positive impact of a good night’s sleep and the influence this has on our overall health and wellbeing, in particular the next day.

Sleepeezee video
Social Media

Social Media

Designed to complement the wider marketing strategy and website traffic we devised a social media plan and created the weekly content which focused on enhancing Sleepeezee’s following, engagement and brand awareness. Each month the engagement and following levels increased approximately 30% with some of the highest engagement posts also driving sales on their direct to consumer store environment on their website.

“I appointed Cool Blue to help Sleepeezee on three pillars of our strategic growth journey: review and recommendations on our logo and strap line, proposals for a media campaign and, crucially, enhancement of our non-transactional and direct to consumer transactional websites.

They are designing and building us a sector-leading transactional site. Led by Mark and Victoria, 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 purchase safaris.

In addition to building the architecture of the site, the Cool Blue team recommended, designed and executed new photography of our range and improved the importance and rating of our Trustpilot score having react- ed to what the end consumer had identified as pain points in the purchase journey.

In parallel, they managed two pay-per-click campaigns for us to drive traffic and have also spent the time to upskill my marketing team who can now manage a pay per click campaign autonomously.

Before Cool Blue’s involvement there were approximately 100 visitors per day to our current site with a session conversion ratio of 0.9%. Within eight weeks we are at 250 visitors per day with a 2.6% conversion ratio – and that’s just on our interim site!

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 and I look forward to working with them going forwards.”

JOE WYKES, CEO ADOVA UK

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