PR & Reputation Management Company
Content Creation Agency
Silentnight is one of our most beloved consumer PR clients, Britain’s leading sleep expert and a huge household name. Already the first word on everyone’s lips when it comes to bedtime, we decided to cement that reputation through a cross-channel campaign engaging with families over their bedtime reading habits— a conversation our brand should lead.
Understanding for most families bedtime means kids’ books, we initiated a national story writing competition for primary school children. In order to spread the word, we targeted both national and regional press, print and digital titles. This was supported with a social media push and direct mailers to schools.
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.
individual pieces of press coverage, including The Guardian, Daily Express and First News
Total press reach of more
Reached brand competition message schools across the UK, engaging pupils, teachers and heads alike
competition entries, exceeding the client’s KPI of 100
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…
amec Awards Winner
Excellence Awards Winner
PR moment.com awards winner
PR Week Top 150
Pride Awards Gold Winner
UK Social Media Communications Awards