Consumer PR Case Study— Silentnight Sleepy Stories 

Consumer PR

Objectives 

Silentnight is one of our most beloved consumer PR clients, Britain’s leading sleep expert and a huge household name. Already the first word on everyone’s lips when it comes to bedtime, we decided to cement that reputation through a cross-channel campaign engaging with families over their bedtime reading habits— a conversation our brand should lead. 

Strategy 

Understanding for most families bedtime means kids’ books, we initiated a national story writing competition for primary school children. 

In order to spread the word, we targeted both national and regional press, print and digital titles. This was supported with a social media push and direct mailers to schools. 

Knowing the power of a strong figurehead for any campaign, we secured the backing of esteemed author Anne Fine OBE, who would judge the entrants. 

A new Sleepy Stories page was built on the Silentnight website, which acted as a campaign hub. Once the best little scribe in the country had been chosen this would become a download resource for people to grab a copy of the winner’s book. 

After the competition went live, we rolled out ongoing social media content to keep parents, teachers and mummy bloggers engaged. 

National and parenting press outlets were targeted with a study looking into the best children’s books through the ages to keep campaign momentum. 

We also hosted a winner’s assembly, with Anne Fine OBE visiting a school in Doncaster to award 8-year-old Toby his own Silentnight bed and £1,000 of book tokens for his school library. The event was captured on video, generating more brand content. 

Consumer PR

Results 

The consumer PR campaign received a fantastic response in terms of both the public and the press. 

*112 individual pieces of press coverage, including The Guardian, Daily Express and First News 

*Total press reach of more than 7,500,000

*Brand competition message reached 23,000 schools across the UK, engaging pupils, teachers and heads alike

*More than 500 competition entries, exceeding the client’s KPI of 100

*Promotional video produced to promote the campaign garnered more than 10,000 views, with 14% of people watching the whole clip