Known for their traditional spring-based mattresses, Sealy needed to reach a broad US audience to introduce this new latex and memory foam mattress line that competes directly with Tempur-pedic.
Scale developed a campaign that blended the use of social networking tools ( Facebook, Twitter and a YouTube Channel) and banner ads to drive traffic to a robust, immersive microsite. The microsite featured both a sweepstakes and a participatory video contest using YouTube videos and voting via Facebook Connect. The microsite's Twitter feed integration, AddThis sharing tools, Facebook Connect and Facebook Application engine helped generate viral lift for the campaign, reaching individuals not captured through traditional targeting methods.
The "Simple. Healthy. Rest." campaign netted over 48 million ad impressions (Flash, Rich Media and Facebook Ads), with a campaign average CTR of .05% for both Flash and Rich Media banners. The Rich Media expanding banners saw a 13.9% interaction rate; a rate nearly double industry benchmarks. There were 47,500 visitors and over 150,000 page views to the microsite in just two months. The time spent on the site was also well above expectations: an average of two and a half minutes of brand exposure time per visitor.
2011 Silver ADDY Award: Campaign
2011 Silver ADDY Award: Microsite
2011 Gold+Best of Show for the banners