Silentnight is letting its customers do the talking with its latest national marketing and PR campaign. Named My Sleep Secret, the 2016/17 campaign will be focused on genuine customer reviews and celebrates Silentnight’s secret to waking up and feeling refreshed after a great night’s sleep.
It will cover a variety of the brand’s product ranges including its Which? Best Buy ranges and award-winning children’s range, Safe Nights. It will also dedicate adverts to its smart storage solutions, exclusive Gel comfort layer and top-of-bed products.
The multichannel campaign will incorporate online and offline advertising, PR and social media. It will target the company’s core audience, from new mums to families.
The creative assets each feature a real customer quote, sourced from hundreds of online product reviews made by genuine users.
Nick Booth, Silentnight's marketing director, says: “This campaign brings to life all of the little stories and insights we hear from customers about how we have helped them improve their sleep. This isn’t just us saying our products are great – it’s genuine customers talking about how they have benefited from our products, making it all the more compelling."
