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PR & Reputation Management Company

Influencer Marketing Agency

Silentnight at the intu Trafford Centre


Britain’s leading sleep expert, Silentnight, was launching its first brand showroom at the
intu Trafford Centre in Smoking Gun’s hometown of Manchester. We needed to drive awareness
about the event for our Consumer PR client, so this is what we did.


Our client asked us to fulfil the following objectives:

  • Drive sales in line with the company’s first six-week projections
  • Launch the new store to customers within a 60-minute drive time
  • Secure a minimum of 10 pieces of regional consumer coverage; 350,000 social reach; and 1,000 social engagements
  • Gain one stand-out piece of national coverage
  • Capture 200 email addresses from Greater Manchester residents for remarketing purposes

measurement & evaluation

We measured the success of the campaign based on our initial brief, and ongoing figures over the following six weeks to ensure we could show sales impact.


Full page

interviews in Daily Express Saturday supplement and Express online


for all online coverage to the brand website


Sustained engagement rate(exceeding industry standard)


Combined social reach across Facebook and Twitter

Notable tweets

from Phil Spencer (169,000 followers) and MEN’s Dianne Bourne (9,000 followers)

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