Kazoo

London

Building a brand narrative for Bensons For Beds

Overview

As the UK’s leading bed retailer, Bensons is uniquely placed to own the sleep narrative.  Over the last three years of working with them we have helped to move the brand from a functional bed retailer to a lifestyle brand with a focus on wellness.

Challenge

With National Bed Month, the bed industries biggest seasonal event taking place in March and lockdown beginning to set in, we were tasked to help Bensons not only own the sleep narrative, but also maintain brand relevance at a critical time for UK retail.

Insight

Using live data, we discovered that one in seven relationships in the UK were suffering due to a lack of sleep.  Using this insight we created a compelling narrative that tapped into people’s obsession with sleep and leveraged the emotional impact it had on their relationships.


Our Approach

Utilising National Bed Month as our platform, we devised a powerful research and evidence-based content story around the emotional and physical impact of sleep, which we called The Bensons Sleep Relationship Report.  

We created a PR storm, partnering with Dr Sophie Bostock to leverage commentary around sleep, as well as identifying well-known sleep deprived celebrities such as Zoe Ball, Chris Moyles and Roman Kemp to issue personalised Sleep Relationship kits.

As the country went into lock-down, we quickly changed our approach and utilised Bensons’ relationship with MIND, as well as tips from Dr Sophie Bostock to secure coverage around the impact of a lack of sleep on your mental health. 


22%
increase in brand perception change
48%
share of voice versus competitors
100%
positive sentiment
220 million
consumer reach

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Telling the brand story to drive perception change for Bensons for Beds

With National Bed Month, the bed industries biggest seasonal event taking place in March and lockdown beginning to set in, we were tasked to help Bensons not only own the sleep narrative, but also maintain brand relevance at a critical time for UK retail.

Feel free to get in touch

We'd love to chat

Kazoo

020 7479 4310 lydia@kazoo.co.uk