Sealy, Inc., reported that it continues to drive industry innovation with a new digital approach to support the Whatever you do in Bed, Sealy Supports It™ marketing campaign. Launched in mid-May, the campaign, which includes banner advertising, video pre-roll or brief commercials shown prior to online video, mobile, search and a refreshed In Bed™ Tagger app, has contributed to a seven-fold year-over-year traffic increase to Sealy.com. The ongoing digital campaign’s goal is to raise awareness of the new campaign, while driving consideration for the newly launched Next Generation Sealy Posturepedic line.
In addition to display, search marketing, and pre-roll of the new Posturepedic television advertisements on sites such as YouTube and Hulu, Sealy has made targeting consumers across websites with trusted content a priority. By combining behavioral targeting with key trigger points for buying a mattress such as remodeling or moving; Sealy has been able to reach prospects when they are considering a mattress-related purchase. In addition to educating the consumer about a product, Sealy can remove some of the purchase barriers by directing them to a nearby retailer.
“Sealy is committed to driving innovation in the digital marketing space and has experienced unprecedented results,” said Jodi Allen, chief marketing officer at Sealy. “Since the launch of the new digital campaign, we are achieving click-thru rates in some cases more than 10 times that of industry averages.”
As part of the digital campaign, the In Bed Tagger app, inspired by the fortune cookie game where one adds the words “in bed” to the end of a fortune, was updated to a version 2.0 to include additional functionality. In addition to sharing ‘tagged’ images via social networks, consumers now can submit their In Bed™ photos in a newly created Sealy community photo gallery. Following the refresh, app downloads have now grown to more than 120,000.
For additional information on the Sealy digital marketing campaign, contact Jill Delaney at jill.delaney@mslgroup.com or 312-861-5264.
About Sealy: Sealy is the bedding industry's largest global manufacturer with sales of $1.2 billion in fiscal 2010. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Sealy Embody, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com.