Knowing the power of a strong figurehead for any campaign, we secured the backing of esteemed author Anne Fine OBE, who would judge the entrants.

A new Sleepy Stories page was built on the Silentnight website, which acted as a campaign hub. Once the best little scribe in the country had been chosen this would become a download resource for people to grab a copy of the winner’s book.

After the competition went live, we rolled out ongoing social media content to keep parents, teachers and mummy bloggers engaged.

National and parenting press outlets were targeted with a study looking into the best children’s books through the ages to keep campaign momentum.

We also hosted a winner’s assembly, with Anne Fine OBE visiting a school in Doncaster to award 8-year-old Toby his own Silentnight bed and £1,000 of book tokens for his school library. The event was captured on video, generating more brand content.