Expert-first sleep health campaign earns 700+ media placements

The Challenge

The Bed & Mattress industry is highly competitive, with big players taking up a majority of the market share. Seeing this competition, And So To Bed sought a cutting-edge PR strategy that would build trust and authority to compete in SERPs

With the nature of sleep being so closely related to health, And So To Bed needed to be positioned as the go-to for all sleep-related queries, demonstrating its expertise in the area.

The Strategy

Following the foundations of E-E-A-T, for all content to have authority and trust, we needed commentary from individual experts to ensure we had legitimate expertise.

We partnered with health & sleep experts, leveraging their insights on a consistent basis to ensure our external press activity surrounding sleep health, sleep trends and hygiene were guided by E-E-A-T principles.

The more consistency we could show in our press activity with our expert, the better the association we’d build between the brand and the expert. The approach was three-fold: For journalists, the collaboration between the journalist and experts not only benefits the article’s quality but also establishes the brand as a reliable source of knowledge in the field.
For customers, this provided a key trust signal, ensuring that they know they are buying from a knowledgeable and respected brand
For search engines such as Google, signals that align with the concept of E-E-A-T can determine the quality of an article, which can have an impact on ranking performance.

We aimed to own sleep health, habits and challenges through all press activity, being the first port-of-call when journalists needed insight.

Journalists don’t just reach out without a reason for doing so, and to get to a point where they did, we needed to show proactivity. We did this by staying on top of sleep trends via social media, Google trends and the client’s own data, e.g. ‘mouth taping’ and creating content for key points in the year where sleep would be front-of-mind, e.g. the clocks changing, Christmas and flu season.

Unique, expert-centred commentary that was on hand at the point of need and used to react quickly to requests and opportunities was key throughout the full strategy.