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

Assignment

Dormeo UK was expanding operations in 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 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 venue. Dormeo and SCC CEO’s were present to mingle with media and discuss the revolutionary new bedding Results technology. Multiple profiles were secured, fostering ongoing relationships with influential media who cover • 45,000,000 media impressions in 2015 sleep, health and lifestyle topics. • Feature interviews/profiles with Dormeo After three years in market, Dormeo continues to executives and sleep experts in The Huffington turn to Idea Workshop for communications counsel Post, BNN, BT Toronto, Zoomer Magazine and and brand building in Canada. In addition to media Canadian Family relations, we support the brand with social media content and influencer partnerships, as well as • 62,000 daily pedestrian traffic during Dormeo continually seeking ways to reach consumers directly Dream Lounge in YD Square through third-party events like the • 3,000+ visitors at Vancouver Marathon and Marathon and original concepts that include the Scotiabank Toronto Waterfront Marathon Dormeo Dream Lounge. runners’ lounges

• 150+ entries in ‘Style Your Summer Bedroom’ UGC Pinterest contest Dormeo Canada Brand Activation

Blogger Casie Stewart attends national media preview

Octaspring inventor Willy Poppe discusses his revolutionary new technology

Interior Designer Yanic Simard Delivers National Home Show Keynote

Brand activation at the BMO Vancouver 10 Days of Giveaways with Marilyn Denis Marathon and Ramsin Khachi

ideaworkshop.ca Dormeo Canada Product 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 in 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 Canada Media Highlights

ideaworkshop.ca Dormeo Canada Social 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 Total Audience Reached: 134,429 Dormeo Canada Total Likes: 1,654 Social Media Contesting Total Comments: 1,517 Total Shares: 677 New Page Likes: 150

CAMPAIGN REPORT CAMPAIGN REPORT

Day 12 Day 12 Like & Comment (Visit Sleep Country Photo) Like & Comment (Visit Sleep Country Photo) Audience Reached: 51,936 Likes: 153 Audience Reached: 51,936 Comments: 79 Likes: 153 Shares: 53 Comments: 79 Boosted: $200 Shares: 53 Dormeo Canada – Campaign Report – December 2014 Boosted: $200

Dormeo Canada – Campaign Report – December 2014

CAMPAIGN REPORT 12 Days of Sweet Dreams

Dormeo Canada – Campaign Report – December 2014 ForCAMPAIGN the holiday REPORT season, we developed a ‘12 Days of Sweet Dreams’ Facebook contest where Dormeo gave Day 5 Like & Comment (Multiple Choice Question) 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 Audience Reached: 2,551 Likes: 143 create a caption and multiple-choice trivia questions, Comments: 149 Shares: 116 fans were asked to participate in a simple but different Boosted: $0 wayDay each 5 day to enter the contest. Each entry gave fansLike an additional & Comment opportunity (Multiple toChoice win the Question) grand prize on day 12, where fans had to visit their closest Sleep Audience Reached: 2,551 CountryLikes: store and share a photo143 of themselves on theirComments: favourite Dormeo mattress.149 We received over 100 originalShares: entries per day. 116 Boosted: $0

ideaworkshop.ca Dormeo Canada – Campaign Report – December 2014

Dormeo Canada – Campaign Report – December 2014