Dormeo CanaDaMedia relations / consumer events / influencer engagement / social contesting

Assignment

Dormeo UK was expanding operations in North America and preparing to launch their luxury bedding line in Canada through an exclusive retail partnership with Sleep Country Canada (SCC). Filling a gap in the marketplace, their memory foam-spring mattresses and pillows utilized a patented new technology created by Belgian inventor Willy Poppe and were poised to create a sought-after new category in the bedding sector.

Strategies

We developed and managed a national media preview for home & décor, lifestyle and technology media & bloggers at an exclusive downtown Toronto venue. Dormeo and SCC CEO’s were present to mingle with media and discuss the revolutionary new bedding technology. Multiple profiles were secured, fostering ongoing relationships with influential media who cover sleep, health and lifestyle topics.

After three years in market, Dormeo continues to turn to Idea Workshop for communications counsel and brand building in Canada. In addition to media relations, we support the brand with social media content and influencer partnerships, as well as continually seeking ways to reach consumers directly through third-party events like the Vancouver Marathon and original concepts that include the Dormeo Dream Lounge.

Results• 45,000,000 media impressions in 2015

• Feature interviews/profiles with Dormeo executives and sleep experts in The Huffington Post, BNN, BT Toronto, Zoomer Magazine and Canadian Family

• 62,000 daily pedestrian traffic during Dormeo Dream Lounge in YD Square

• 3,000+ visitors at Vancouver Marathon and Scotiabank Toronto Waterfront Marathon runners’ lounges

• 150+ entries in ‘Style Your Summer Bedroom’ UGC Pinterest contest

ideaworkshop.ca

Dormeo CanaDaBrand Activation

Blogger Casie Stewart attends national media preview

Octaspring inventor Willy Poppe discusses his revolutionary new technology

Brand activation at the BMO Vancouver

Marathon

Interior Designer Yanic Simard Delivers National Home Show Keynote

10 Days of Giveaways with Marilyn Denis and Ramsin Khachi

ideaworkshop.ca

Dormeo CanaDaProduct Launch

DoRmeo DReAm Lounge

A giant, outdoor slumber party, the #DormeoDreamLounge in Yonge-Dundas Square supported the launch of Dormeo’s newest and most premium mattress in Ontario by giving consumers the chance to experience the comfort and breathability of the technology for themselves. With Sleep Country sales reps on hand and a special offer to entice the serious shoppers to visit their closest retailer, consumers were treated to live performances by aerial artists and trampoline performers as well as free treats from a popular Toronto food truck. More than 20 beds were staged in the square and social engagement peaked with our #SleepSelfie contest. City’s Breakfast Television also joined the party, shooting a live segment in the square to kick-start the festivities.

ideaworkshop.ca

Dormeo CanaDaMedia Highlights

ideaworkshop.ca

Dormeo CanaDaSocial Media Contesting

StyLe youR SummeR BeDRoom

While Dormeo manages social internally, we support the U.S.-based team with seasonal contesting strategies to bolster fan/follower engagement and drive web and in-store traffic. Our ‘Style Your Summer Bedroom’ Pinterest contest coincided with the launch of Dormeo’s premium mattress and encouraged Canadians to create an inspirational board that showcased their summer bedroom style for a chance to win a $250 gift card to HomeSense and a set of Dormeo pillows. We knew that contests requiring user-generated content (UGC) are about building engaged fans vs. quantity of entries and were thrilled with the more than 150 original boards we received.

ideaworkshop.ca

Dormeo CanaDaSocial Media Contesting

12 DAyS of Sweet DReAmS

For the holiday season, we developed a ‘12 Days of Sweet Dreams’ Facebook contest where Dormeo gave away a pillow each day for 11 days and a mattress on the 12th day. From fill-in-the-blanks and true or false to create a caption and multiple-choice trivia questions, fans were asked to participate in a simple but different way each day to enter the contest. Each entry gave fans an additional opportunity to win the grand prize on day 12, where fans had to visit their closest Sleep Country store and share a photo of themselves on their favourite Dormeo mattress. We received over 100 original entries per day.

Dormeo Canada – Campaign Report – December 2014

Total Audience Reached: 134,429 Total Likes: 1,654

Total Comments: 1,517 Total Shares: 677

New Page Likes: 150

Day 12 Like & Comment (Visit Sleep Country Photo)

Audience Reached: 51,936 Likes: 153 Comments: 79 Shares: 53 Boosted: $200

CAMPAIGN REPORT

Dormeo Canada – Campaign Report – December 2014

Day 5 Like & Comment (Multiple Choice Question)

Audience Reached: 2,551 Likes: 143 Comments: 149 Shares: 116 Boosted: $0

CAMPAIGN REPORT

Dormeo Canada – Campaign Report – December 2014

Day 5 Like & Comment (Multiple Choice Question)

Audience Reached: 2,551 Likes: 143 Comments: 149 Shares: 116 Boosted: $0

CAMPAIGN REPORT

Dormeo Canada – Campaign Report – December 2014

Day 12 Like & Comment (Visit Sleep Country Photo)

Audience Reached: 51,936 Likes: 153 Comments: 79 Shares: 53 Boosted: $200

CAMPAIGN REPORT

Dormeo Canada – Campaign Report – December 2014