Putting sleep on the agenda for JYSK
Did you know that 1 in 3 adults say their sleep has been impacted by the pandemic! Whilst this may come as no surprise after the challenges we’ve faced over the last two years, it’s pretty scary all the same! This is just one of several shocking statistics brand new YouGov research we commissioned for JYSK’s latest campaign has highlighted.
When our Scandi furniture client JYSK came to us with the brief for a sleep focused campaign, we couldn’t wait to get stuck in. Denmark, the homeland of JYSK, has actually been voted amongst the world’s happiest places to live – and we have no doubt their appreciation for a good night’s sleep is part of this.
Using our expertise of the media landscape and our understanding of the JYSK brand, its objectives and target demographic, we compiled a 360 degree campaign proposal that would help further cement JYSK’s position as leaders of Scandi sleep expertise in the UK.
This short, sharp campaign encompassed a collaboration with a celebrity doctor, a charity partnership and leading market research company to place brand new opinions and stats on sleep in the mainstream media.
We kicked off the start of JYSK’s “Sleep season” by sharing the findings from YouGov’s research alongside an assortment of sleep essentials to a selection of top tier press writing on health, home, news and lifestyle. This helped to generate more than 58 million opportunities to be seen across top tier titles like Metro, Stylist and Daily Express.
To amplify the campaign further, we set up a partnership with A&E doctor and Youth Mental Health ambassador Dr Alex George which was fantastically received by his 2 million followers. His Reel, which offered tips on how to sleep better, has surpassed 1 million watches to date, one of his best performing pieces of ad content this year! His engaging content also generated a KPI-busting amount of traffic to JYSK’s UK website where they offered excellent deals on sleep items like duvets, mattresses and bed sheets.
To accompany all of this, we additionally set in motion a partnership with The Sleep Charity which enabled JYSK to further its conversation and education around sleep to its customers in store too.
This campaign was fast paced, dynamic and required a real team effort to ensure the campaign delivered its promise. We can’t wait for the next one!