Therapedic International has announced the launch of a coordinated, adaptive social and new media strategy to increase brand and product awareness with industry experts and consumers online. The campaign was strategically designed to increase their clout with digital consumers, as well as increase traffic across their social media platforms. Posts created as part of this initiative will highlight company products, offer insight and shed light on sleep issues, drive and direct conversation and foster a community centered on the brand’s goals and products.
Therapedic has developed monthly planned social media content which will include late-night sleep facts, called “#TwilightTalk,” “Sleepyhead of the Week” posts, organized contests, information on Insomnia from sleep expert Dr. Gregg D. Jacobs, “#SnoozeReports” on current issues and more, to be shared on a daily basis throughout each month. In addition to these planned posts, the brand intends to share timely and relevant content, media coverage, images and more—all specifically designed to boost connections, facilitate conversation and drive key messaging.
“In this digital and mobile society, it is our belief that an active voice and persona on social and digital media is not only imperative to business growth, but an extremely effective way to communicate with our consumers and industry partners,” Therapedic International President and CEO Gerry Borreggine said. “When consumers can’t sleep or have moments of downtime, they’re no longer just turning on the television—they’re going online and browsing social media sites like Facebook and Twitter from their smartphones and tablets. Consumers are staying connected, so we are seizing the opportunity to connect them with our brand and products through engaging content and information, on their terms, whenever they may be searching for it.”
Each month, posts and content will be molded to reflect individual themes, designed to more creatively and effectively disseminate key messages, all under the umbrella of a fresh, unifying topic. It is anticipated that the implementation of these monthly subjects will work to draw in and maintain followers, which will be carefully tracked and monitored using analytic tools and programs. Planned themes include January’s “New Year, New Sleep,” and February’s “Love Your Sleep” campaign, set to include posts about issues faced by sharing a bed, the impact of poor sleep on relationships, and more. Additionally, plans are being made to develop and implement similar strategies and branded content for Pinterest, and Instagram, where the company will have the opportunity to continue to share product photos, information and branded content.
Since the inception of the outreach program on January 1, 2014, Therapedic has seen a spike in connections, as well as immediate growth in conversation, interaction and participation from consumers and friends of Therapedic on both Twitter and Facebook. The development of a Twitter account has also given the brand the opportunity to connect with key influencers within the industry and among consumers.
About Therapedic International: Therapedic International is a 55-year-old mattress and sleep products manufacturer, with over 50 licensees producing products under the Therapedic brand label throughout the world. It is a recognized top-10 mattress brand, and has significantly increased its brand awareness and distribution in the related sleep products categories over the past five years.