Sealy Ramps Up with New Social-Media Campaign
May 31, 2013,
TRINITY, N.C.-Sealy has debuted a new program which is intended to increase its focus on engaging new and existing fans for its Facebook page.
The campaign involves posting original content on the page which is "relevant to bedding culture," according to a Sealy statement. It also encompasses sharing special offers, sneak previews and new releases with its Facebook fans, and features reoccurring themes such as a monthly mattress giveaway and music playlists intended for the bedroom. Ongoing reviews of movies, bedding and hotels are also slated for this campaign.
Jodi Allen, Sealy's chief marketing officer, said the campaign places a greater emphasis on social media as a part of Sealy's new marketing strategy. Now that it has grown its social-media presence through conversations about beds and bedroom culture, "we recognize the importance of these conversations in building consumer trust and increasing visibility," Allen said.
The new program underscores the Sealy brand's overall marketing message, "Whatever you do in bed, Sealy supports it." It has also been timed with the launch of Sealy Posturepedic's Hybrid series, a half-foam, half-innerspring design which will serve as one of the monthly product giveaways.