Going for gold with Silentnight

It has been a busy month indeed for our client Silentnight!

The brand has just launched a new marketing campaign aimed at celebrating everything you can achieve after a great night’s sleep; from sporting triumphs to academic accolades.

The ‘You Can Achieve’ campaign, developed by The Market Creative, has been running across mixed communication platforms over the last month, including online, outdoor and in national press and home interest media. 

A separate brand video telling the story of a child competing at sports, a mum running a marathon and young ballerina – all succeeding thanks to a great night’s sleep – features on the brand and retailer’s websites. 

MD at The Market Creative, Sue Benson said: “This is the first campaign that we have delivered for Silentnight and its been a fascinating journey getting under the skin of their shoppers. 

“The creative approach is about communicating the benefits of Silentnight’s sleep solutions by celebrating the amazing achievements of everyday family life. The result is a great example of executing a big brand idea seamlessly across the whole shopper journey.???

To bring the campaign to life through earned media, the team at Smoking Gun recruited Olympian and supermum Jo Pavey as the face of the PR campaign, taking part in a press launch which featured a photo-call, press interviews, filming and social media Q&A. 

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To create news around the topic the team at Smoking Gun commissioned research amongst mums to identify how striving to have it all has meant sacrificing certain things such as sleep, hobbies and socialising. 

In addition, Smoking Gun worked with Silentnight’s in-house web team to develop a ‘Sleep For Success’ content hub, featuring video clips of Jo Pavey talking about her achievements and how sleep has been key to her success as an athlete whilst looking after her two children.

Day in the life blog posts, sleep tips and news, plus vox pops of real people sharing their greatest achievements and how sleep affected their success have also been developed for the website and social media. 

Mums have been engaging with the brand across social media to share their achievements in pictures as well as entering a competition nominating someone who has achieved great things against all odds.

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Nick Booth, Marketing Director at Silentnight said: “We were looking for a campaign that engaged mums in a more compelling way. The agencies and team at Silentnight have done a fantastic job at collaborating on this – it has been a real team effort.

He added: “It’s also fantastic to have Jo involved. She’s a real inspiration and a great ambassador for our brand.???