Consumer PR: Raising Silentnight’s Sleep Army

Consumer PR Objectives

Consumer PR client Silentnight needed a campaign strong enough to cut through the noise of the pandemic, maximise on the increased interest in home comforts among the British public, deliver increased backlinks and traffic to the company website, and encourage signup to its database. 

Consumer PR Strategy

Smoking Gun launched the Pyjama Army Dream Job campaign, offering successful applicants the chance to get paid £300 in exchange for reviewing a ‘snuggle bundle’ of duvets, pillows, mattresses and blankets worth £600, which they also got to keep. 

The campaign relied on exceptional established media relations across local, regional and national titles, with outlets approached to run stories about the new temporary vacancies at the UK’s leading sleep expert. 

Consumer PR Results 

The campaign resulted in: 

146 media hits, with 7 national online and 1 national print title — including Mail Online, Mirror Online, Metro, The Sun online, Daily Star, OK! and MSN. 

144 backlinks to Silentnight’s Pyjama Army application page 

37,860 visits to Silentnight’s Pyjama Army application page, including 35,000 new visitors

30,000 entrants to Silentnight’s Pyjama Army competition page

19,000 database signups