Due to a slightly more scaled-back PR investment, larger creative content campaigns were unrealistic and so our approach needed to work hard to maximise results within the time that we had.
Our digital PR strategy focused on quick win reactive and proactive pieces of content and commentary utilising the expertise of its partnered specialists. For example, leaning on the advice from And So To Bed’s in-house sleep doctor, we produced a reactive piece of content on how to prepare for the clocks going forward/backward.
This “always-on” approach to link building allowed for flexibility with reactive topics depending on the month, industry seasonality and wider news agenda. We collaborated closely with both the And So To Bed internal teams to ensure topics aligned with their content calendars and any focuses they had.
Across a 12-month period, PR activity focused on topics and content that And So To Bed’s core audiences would find genuinely interesting, for example, content around sleep awareness days, seasons (like this one on how to sleep in the heat) and themes that the brand itself would be proud to promote.
Informative content, such as ‘how to’ guides, helped position And So To Bed as experts in their industry. For example, this guide on how to look after your new mattress included content that ASTB’s audience would find useful, such as what to do when your new mattress arrives, caring for your mattress, how often you should flip your mattress and cleaning tips.