You can’t put a price on a good night’s sleep and as many were confined to their homes during lockdown, the bedroom became our haven and a place to escape the stresses of everyday life.
Online retailer DUSK, proud of its product and committed to promising luxury for less, wanted to bring high thread-count, hotel chic into the bedroom.
The brand dreamed of amazing lockdown sales and with every homeowner scrutinising their four walls, the timing was perfect to build brand loyalty and top-of-mind consideration in the crowded interiors market.
Our lifestyle team drew on its industry knowledge and extensive media contacts to develop a best-in-class programme of activity to get DUSK noticed.
A tailored selection of key influencers and journalists were invited to experience sleeping in DUSK luxury. All were gifted a bespoke bedroom makeover in a beautiful signature box. Allowing interiors experts to feel the DUSK difference in their beds created instant fans who wrote about their experiences in print and online editorial features and on social media.
Conveying the passion of the expert sleep team at DUSK, we developed a programme of imaginative and informative press materials. The crafted content showed expertise that was closely related to the ever-changing news agenda. Our agile approach and knowledge of the media calendar saw breakthrough coverage on topics that expanded beyond product to emerging topics like sleep hygiene.
Our content team curated a stunning digital look book for key contacts, ensuring top tier titles connected with the brand and featured its beautiful lifestyle imagery throughout their pages.
And finally whilst showrooms slumbered and physical meetings were curtailed, we developed a series of virtual media events. The DUSK Sleep School featured dream interpretations from best-selling author and sleep consultant Theresa Cheung with bedding advice on thread counts, bedding care and tog choice.
An army of top flight nationals and interiors gurus have since been won over, writing regularly about DUSK in their interiors and lifestyle pages.
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