Case Examine: How Sleepwell synonymized itself with wholesome sleep by means of influencer outreach

To unfold consciousness round mattress hygiene, Sleepwell launched the ‘Wholesome New 12 months’ marketing campaign leveraging health influencers and celebrities for a brand new model proposition.

This case research explores how Sleepwell consciousness marketing campaign highlighted the relevance of wholesome sleep by means of its Neem Fresche Expertise, leveraging influencer-celebrity outreach throughout digital platforms.

Class Introduction

During the last 5 years, India’s total mattress market has grown at a CAGR of above 11%. The demand for an excellent high quality mattress has gone upwards as persons are turning into conscious of its advantages particularly because the onset of the pandemic. As we speak, all ages group has realized the significance of taking 8 hours of sleep and the impression of a snug mattress on their physique, thoughts, and soul.

Undoubtedly, Indian market mattress was dominated largely by the unorganized sector however with growing incomes functionality of shoppers helped within the progress of the organized trade which has grown practically at a CAGR of 17% in final 5 years. The buying energy and the behaviour shift in the direction of improved high quality of way of life is driving the mattress gross sales greater than ever. 

Talking in regards to the Indian mattress trade traits additional, Tier 2 markets have develop into the highest contributors whereas, Tier 3 cities are additionally gaining momentum.

Model Introduction

Sleepwell has been part of generations of delighted shoppers during the last 5 a long time and it frequently strives in the direction of attaining a steadiness between the newest technological developments and the calls for and luxuries of the fashionable client. It’s a flagship model of the Sheela Group. It has 10 state-of-the-art manufacturing models, robust assist of over 100+ distributors, and over 8000 sellers in India.

Sheela Group instructions approx. 30% market share of the Indian P.U. Foam trade. Its P.U. Foam is utilized in industries like cars, turbines, footwear, clothes, packaging, and plenty of others. A market chief in India with virtually 50 years of expertise, a pan India distribution and manufacturing community, a various product portfolio, and sturdy R&D capabilities, outline this pioneer within the enterprise of consolation. Via social media amplification of campaigns, the model strives to realize larger visibility and resonate with the youthful viewers.

Sleepwell Consciousness Marketing campaign – Abstract

Sleepwell has partnered with main celebrities and influencers to reiterate the significance of mattress hygiene with its new ‘Wholesome New 12 months’ marketing campaign. Effectively-known health and well being lovers equivalent to Vidyut Jamwal, Suresh Raina, Raashi Khanna, Pranitha Subhash, Yasmin Karachiwala, and Samantha Akkineni are seen highlighting the advantages of the revolutionary Neem Fresche expertise in Sleepwell mattresses and their position in preserving the mattresses germ-free.  

Downside Assertion/Goal

2020 has modified individuals’s lives in numerous methods, in addition to educating the significance of taking good care of private hygiene by carrying masks, utilizing sanitizers, and many others. However the everlasting query of ‘Kuch Reh Toh Nahi Gaya?‘ nonetheless stays. Based on the model, right here we regularly ignore our mattress hygiene which impacts our sleep, well being, and well-being. Due to this fact, the important thing marketing campaign goals have been:

  • To unfold consciousness and weave conversations across the significance of mattress hygiene
  • Creating relevance for the necessity for the clear and hygienic mattress at each dwelling
  • Encourage the viewers to modify to Sleepwell’s anti-bacterial mattress which comes with the revolutionary Neem Fresche Expertise

Transient

  • Framing the marketing campaign ideation and insights
  • Determine and collaborate with the influencers and celebrities in tandem with the marketing campaign goal.
  • Amplify the core messaging and initiative by means of social media and publications

Artistic Thought

As a part of the marketing campaign, a mixture of celebrities and influencers leveraged Instagram as they spotlight the model’s Neem Fresche expertise and produce alive the spirit of a ‘Wholesome New 12 months’. The model strategically partnered with particular health and wellness influencers/celebrities equivalent to Vidyut Jamwal, Suresh Raina, Raashi Khanna, and extra who imagine within the model’s imaginative and prescient of constructing India sleep effectively and keep wholesome. This helped the model to create impactful and relatable conversations on social media and different platforms. 

This movie star and influencer engagement created Sleepwell consciousness marketing campaign round changing outdated mattresses and the good thing about utilizing Sleepwell Neem Fresche protected merchandise whereas reaching the audience.

Challenges

Sleepwell wished to coach the viewers about the truth that mattresses are necessary identical to a wholesome way of life and pure air and to maintain this 12 months a wholesome new 12 months change your mattress to Sleepwell Mattress with NeemFresche expertise.

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Execution

Sleepwell ‘Neem Fresche’ consciousness marketing campaign endeavored to boost consciousness within the minds of its shoppers in regards to the want of sustaining mattress hygiene which most individuals often are likely to miss out.

Within the first section, the model began with shortlisting influencers and celebrities who have been health lovers and aligned with Sleepwell’s imaginative and prescient. This included Vidyut Jammwal, Raashi Khanna, Samantha Akkineni, Pranitha Subhash together with cricketer Suresh Raina and movie star health coach Yasmin Karachiwala.

Every movie star/influencer weaved the messaging by means of totally different ideas – household’s well being, making mattress a cheerful place after a tiring day at work, getting artistic with mattress workouts at dwelling throughout lockdown whereas staying protected from germs, wholesome sleep required to recuperate and recharge.

This was amplified over Instagram, Twitter, Fb, LinkedIn, and YouTube.

Within the second section, a custom-made marketing campaign launch was designed and disseminated, focusing on the promoting and advertising and marketing, leisure media. The model additionally adopted the route of digital ads for the marketing campaign by putting advertisements throughout the Union Funds announcement on Information 18+ and different information platforms.

Following an omnichannel method, the model additionally utilized OTT platforms equivalent to Zee 5 & MX participant for the Wholesome New 12 months marketing campaign. The marketing campaign was additionally lively throughout search placements.

As a further a part of the initiative, the model even launched Vox Pox, talking with individuals and spreading the relevance of wholesome mattresses for wholesome sleep.

Outcomes

Quantitative:

  • 95% key message supply
  • Complete variety of tales garnered by means of conventional media outreach – 7
  • Complete attain by means of conventional media – 8 lakhs +
  • Engaged over 6 key influencers on with a complete of fifty+ million followers on Instagram
  • The marketing campaign garnered over 95 million impressions and over 2 million video views throughout Instagram, Fb, Twitter, LinkedIn and YouTube.
  • Technique over OTT platforms resulted in reaching over 2 million individuals and garnered over 6 million impressions

Qualitative

Sleepwell got here to be seen as a model that’s acutely aware in regards to the well being and wellness of its shoppers, offering sleep options with the best requirements of security and hygiene. The general marketing campaign helped in positioning the model in a optimistic sentiment whereas making India conscious of mattress hygiene. 

Quotes

Talking on the affiliation, Sumit Sehgal, Chief Advertising and marketing Officer, Sheela Foam Ltd., stated, “Sleepwell has been a frontrunner in propagating the message of sleeping on a wholesome and hygienic mattress. Indians often are likely to ignore the problem that lies inside our mattresses, impacting crucial a part of our day, our sleep. The preliminary section of the Wholesome New 12 months has been well-received by our viewers, particularly with the chord struck with them when it comes to relatable messaging. We’re assured that this new section goes to strengthen our model messaging much more and reiterate our dedication to elevating consciousness in regards to the repairs of mattress hygiene.”

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