“Your best T-shirt should be like your bed; it just feels like you are home when you are in it.” Ashton Kutcher
Boosting the awareness of the joy and satisfaction that a good bed offers, together with a sense of fun and consumer engagement, were the hallmarks of digital specialists CBR Marketing Solutions’ winning social media campaigns for Dial-a-Bed over the past year.
Three primary campaigns brought in excellent results for the bed retailer, increasing Likes on the Dial-a-Bed Facebook page from 13 385 in April 2016 to 32 476 in April 2017. The results of these campaigns and other social media activations also saw an increase in monthly engagement from an average 149 at a rate of 0.036% to a monthly engagement average of 7 700 at a rate of 2.2%. The average monthly reach before April 2016 was 471, and is now achieving 265 849.
A campaign that drew enthusiastic participation was ‘DAB with DAB’, which invited people to post pictures of themselves doing the hip-hop dab dance move on their beds. A total of five pictures were posted over four weeks – and the eventual winner was Unathi Mamane from Lenasia, Gauteng whose dab dance move image won her a double bed set.
A second campaign, which increased awareness of Dial-a-Bed and its offering throughout the country with a sense of fun was #DialABoot, where people were invited to ‘win some cash while you sleep!’ and upload an image of themselves sleeping in the boot of a stationary car, standing a chance to win total prizes of R6 000 in the competition. The originality of the competition attracted great response, with 29 entries over two weeks. The eventual winners, announced in October 2016, were Duncan Baldie who won the first prize of R3 000; second prize of R2 000 went to Dawie Thompson; and third prize of R1 000 was won by Babalwa Nakasa.
The ‘Sleep and Swipe’ promotion invited customers to spend R7 999 or more at any Dial-A-Bed outlet and receive a Visa prepaid card loaded with R1 000, redeemable anywhere around the world.
Amy Sharman, CBR Account Manager, says the aim was to increase awareness among the broad target market of bed users, positioning Dial-A-Bed as the ‘easy-to-use’ bed and bedroom accessories retailer of choice. “With much brainstorming, we decided to go with the lighter touch, focusing on the human element in all that we presented. We make extensive use of stats and data when developing our campaigns, as well as the latest trends and creative ideas, and we were delighted with the enthusiastic participation the campaigns attracted.” The CBR team used social media advertising, competition posts, carousel adverts, and canvas adverts to promote the various campaigns.
Sharman adds that the key to CBR’s successful campaigns is that “when we run a campaign for a client, it has the heart of our client in it. We entrench ourselves in our clients’ businesses – and we see them as partners. We worked extremely closely with Dial-A-Bed through every stage of the campaigns and the results spoke for themselves.”