SEALY® ELEVATES SOCIAL MEDIA STRATEGY TO BROADEN THE CONVERSATION AROUND NEW CAMPAIGN AND BEDROOM CULTUREFriday, May 24, 2013
New 2013 campaign offers monthly mattress giveaway to the brand’s more than 375,000
TRINITY, N.C. (May 24, 2013) – Sealy, Inc. is taking steps to continue its leadership in social media as part of its overarching 2013 marketing strategy, starting with a renewed focus on engaging new and existing Facebook fans. The program is anchored by a monthly mattress giveaway kicking off this month.
As social media continues to transform the way consumers make purchasing decisions, the new programming supports the brand’s overarching marketing campaign “Whatever you do in bed, Sealy supports it”™. It is also timed with the launch of the new Sealy Posturepedic® Hybrid Series, a half foam/half springs* mattress design, which will be one of the many featured product giveaways on the page.
According to Nielsen’s State of the Media 2012 Social Media Report, 65 percent of consumers are using social media to find more information about brands, products and services and 70 percent use it to listen and learn about other consumers’ experiences.
“Sealy continues to raise the bar in social media for the mattress industry,” said Jodi Allen, chief marketing officer, Sealy. “We have the largest fan base of any of our other major competitors combined, and our new campaign is about engaging these consumers in new and different ways, while also featuring our latest innovative products through a monthly mattress giveaway.”
The new campaign will build on the company’s 2011 social media launch with renewed focus on Sealy as a curator of bedroom taste by centering on:.
· Posting original content relevant to bedding culture
· Sharing special offers, sneak previews and new releases with fans
· Leveraging reoccurring monthly themes including a monthly mattress giveaway and music playlists fit for the bedroom
· Ongoing movie, bedding and hotel features and reviews
“We have grown our social media presence through meaningful engagement in conversations around beds and bedroom culture,” said Allen. “By placing a greater emphasis in social media as a part of our new marketing strategy, we recognize the importance of these conversations in building consumer trust and increasing visibility.”
Sealy® owns one of the largest bedding brands in the world, with sales of $1.3 billion in fiscal 2012. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Optimum™, 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.
*select Hybrid models only
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