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Leggett & Platt
Leggett & Platt is the World’s largest manufacturer of adjustable beds and a leading ‘Fortune 500’ Company, established for over 125 years.
Requirements
The latest adjustable bed by Leggett & Platt (The Prodigy) was positioned as a lifestyle bed, featuring the latest technology-rich comfort enhancements including massage, duel-heating controls, gentle wake-up and a full range of tilt and adjusting actions all controlled via an IPhone or IPod app.
Solution
Cre8ive Wisdom was commissioned 6 months before the product launch to conduct a ‘soft launch’ of the Prodigy utilising social media and digital marketing techniques to establishing the brand with a younger demographic and test the market before a full-scale launch was planned. Cre8ive Wisdom utilised Twitter to cultivate target groups, Facebook to support online communities and created a daily ‘Better Sleep’ blog, tasked with attaching website traffic to the new website, set-up to serve the UK and European markets, also designed by Cre8ive Wisdom. A digital PR campaign also formed part of the longer-term strategy as did exhibition attendance, with Cre8ive Wisdom developing a custom re-usable exhibition stand system. Find out more about our exhibition stand solution here.
Outcome
LP Adjustables did not have a direct market within UK or Europe before the campaign began, relying instead on distribution into multiple retail outlets and independents. The activity achieved three key things. One; established the range with the UK trade. Two, launched the range into the direct market and Three, create a successful lead-generation channel through online activity.
