Case Study: Silentnight Sleepy Stories

Childrens Author Anne Fine MBE with Silentnight Sleepy Stories winner Toby Hopson at Our Lady of Perpetual Help School in Doncaster
We’re always proud to share our achievements, and our next example makes us particularly happy because it promotes something important, along with our brand.

Silentnight tasked us with pulling in more web traffic to its site, and finding a new way to reach out to its core audience- families. We managed to pull this off with just a hint of Corporate Social Responsibility involved, launching a nationwide campaign alongside educational specialists to encourage reading and writing at school, whilst speaking directly to the parents.
What we did
Alongside acclaimed author, not to mention OBE, Anne Fine, we jump-started a competition looking for primary children to pen their own Sleepy Story. This could be about anything they liked, so long as it involved getting 40 winks.
How it happened 
Partnering with a specialist education marketing company helped draw in as many schools as possible. National and regional press outreach secured the necessary publicity. Word of mouth was taken care of by our highly skilled team of social media and digital natives.
Aiming for parents, teachers, childminders and mummy bloggers, we started conversations and got others talking through unique, targeted content, and then watched the entries roll in. Once the competition closed, our writer in residence, Anne Fine, selected a winner, and a video was produced to promote the campaign, with a familiar friend present in class and Anne Fine reading the winning yarn. Take a look:

The results 
A specialist PR campaign targeting a niche audience, by all accounts Silentnight Sleepy Stories was a resounding success.
The competition received:
*500 story entries
*2,909 clicks to the dedicated competition hosting area on Silentnight’s website
*9,162 video views, with 154 reactions, comments and shares