Digital PR Agency

Raising Silentnight’s Sleep Army

objectives

Consumer PR client Silentnight needed a campaign strong enough to cut through the noise of the pandemic, maximise on the increased interest in home comforts among the British public, deliver increased backlinks and traffic to the company website, and encourage signup to its database.

strategy

Smoking Gun launched the Pyjama Army Dream Job campaign, offering successful applicants the chance to get paid £300 in exchange for reviewing a ‘snuggle bundle’ of duvets, pillows, mattresses and blankets worth £600, which they also got to keep.

The campaign relied on exceptional established media relations across local, regional and national titles, with outlets approached to run stories about the new temporary vacancies at the UK’s leading sleep expert.

the campaign resulted in:

146 media hits

with 7 national online and 1 national print title — including Mail Online, Mirror Online, Metro, The Sun online, Daily Star, OK! and MSN

144

backlinks to Silentnight’s Pyjama Army application page

37,860

visits to Silentnight’s Pyjama Army application page, including 35,000 new visitors

30,000

entrants to Silentnight’s Pyjama Army competition page

19,000

database signups

Our Awards

Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…