We proved that the Good Night Anti-Snoring Ring works!
THE BRIEF
Our aim was to create a PR campaign to prove that The Good Night Anti-Snoring Ring works. Our consumer research prior to the campaign revealed that target consumers wanted proof that the product really worked before they invested in it.
THE CHALLENGE
We needed to come up with an innovative way of raising awareness of the product in order to increase positive online reviews and ultimately drive sales.
THE SOLUTION
We commissioned an independent clinical study to prove the product stood up to its claims. The results revealed that the product worked on 89% of those that trialled it. We teamed up with a clinical scientist to attend one to one media meetings with target press to explain the results of the study. We also used our Sunny Bird PR charm to secure two celebrities as case studies to trial the ring for features in press, including weather girl Sian Lloyd and comedian Jim Davidson.
To increase positive online reviews we targeted the blogging community and asked those who snore or had a snoring partner if we could send them a ring to review and for them to share the reviews on their blogs and social media.
THE OUTCOME
On the back of our strategy we secured over £4,400,000 worth of national PR coverage with over 65 features secured in national media, including TV. We achieved high-profile features in our client’s target titles; The Daily Mail, Mail Online, The Sun, The Express, The Mirror, The Telegraph, The Huffington Post, You Magazine, This Morning TV, Lorraine Kelly Today, Loose Women and multiple pieces of fantastic radio coverage.
what the client said:
“I have had a lot of experience with various PR agencies over the years and I have sometimes found it hard to quantify the value of PR, that is, until we started working with Sunny Bird PR. I am pleased to say that on the back of the PR campaign they did for us last year we secured over 4 million pounds worth of national PR coverage including titles such as the Daily Mail, Huffington Post, This Morning and Loose Women amongst many others. This coverage led to an astounding boost in sales by 850% in Boots – this increase of sales was directly attributable to their efforts as at the time we had no other activity in the market. I love working with the team– but mostly, I like the results they get!”
Mark Quinn
Director - Good Night Anti-Snoring Ring
