Beautyrest has launched a new consumer advertising campaign that positions the brand’s mattresses as the ultimate equipment for high-performance sleep. The campaign builds upon the growing belief that personal performance is based on three basic pillars of health – exercise, nutrition and sleep – and that to achieve success in daily life, one must perform optimally in all three areas.
Following the campaign’s premiere this month, Beautyrest will use broadcast, digital, social media and public relations to expose millions of consumers to its key message, which juxtaposes scenes of personal athletic performance, such as biking, boxing, yoga and swimming, with the high-quality sleep attained on a Beautyrest mattress.
“As consumers, we all understand the important role equipment plays in our everyday success,” said Beautyrest Executive Vice President of Marketing Jim Gallman. “Whether we are striving for success at work, on the athletic field or during the pursuit of a personal passion, the right equipment is key to performance, and high-performance sleep is no different. Our new campaign drives home this idea and communicates that the right mattress with the right technology is essential to achieving optimal sleep.”
In connection with the launch of its new campaign, Beautyrest has partnered with Dr. Rebecca Robbins, a sleep researcher and co-author of Sleep for Success. Dr. Robbins primarily conducts research on the link between sleep and performance as well as strategies for optimal rest and recovery. Her role will be to help the brand educate consumers about ideal sleep habits and the impact of quality sleep on their waking success, including how high-quality sleep can give them an edge to perform more effectively.
“Rest plays a pivotal role in nearly all areas of our waking lives; yet in our society, sleep is unfortunately viewed as a luxury rather than a necessity,” said Dr. Robbins. “Research must be shared with the population to make a true difference, so it is wonderful when a brand like Beautyrest wants to engage with the academic community to promote the benefits of sleep.”
Beautyrest will showcase consumer-oriented content from Dr. Robbins on Beautyrest.com, its Under the Covers blog and the brand’s social media channels. Dr. Robbins will also be featured on SleepSells, the brand’s online training destination for retail sales associates and industry insiders.
“Dr. Robbins has spent years studying the science of sleep and she is dedicated to educating society about the clear link between quality sleep and success during the day, which is a topic that perfectly aligns with the performance-focused message of our new campaign,” said Beautyrest Vice President of Marketing Communications Michelle Montgomery. “We are thrilled that she’ll be working with Beautyrest to help people understand the important role sleep plays in making us perform more effectively.”
Beautyrest's SleepSells program celebrated its second anniversary in April with its second annual National Training Month, which focused on educating retail sales associates about key industry topics prior to the summer selling season.
During National Training Month, SleepSells users were able to access new training-specific content and win prizes via the SleepSweeps Sweepstakes, a daily trivia competition. As a result of these efforts, SleepSells’ pageviews increased by 98 percent over the previous month; plus, the site experienced a significant jump in new registrations, with almost 55 percent more new users joining SleepSells during National Training Month 2017 than in 2016.
“The growth and engagement SleepSells saw during National Training Month demonstrates how valuable RSAs find educational mattress and sleep-related content – especially at this crucial point in the year,” said Montgomery. “We’re seeing what yields the greatest feedback and interactions from users and are developing future SleepSells content with these factors in mind.”
Overall, SleepSells continued to grow in its second year, and a comparison of key year-over-year figures shows 46 percent growth in new registrations and pageviews along with a 54 percent increase in the number of sessions.
The program followed up this success with the launch of a new site design this past June. Featuring enhanced functionality, the updated site is driving additional recruitment and engagement through a simplified registration process, more robust profile capabilities, site speed improvements and comment notifications.