With over 30 years' experience and a genuine passion for sleep, Dreams are Britain's leading bed specialists.
Digital StrategyContent AuditingTechnical SEOAudience SegmentationInfluencer IdentificationSite AuditingLink Profile AuditingPaid SocialSocial Media DistributionNative AdvertisingResponsive DesignWebsite CopyJournalist EngagementBlog PostsExpert ArticlesInfographicsVideosEditorial Planning
Dreams searched for an agency to help them improve organic performance and drive engagement online. The brand wanted to ensure they became the leading UK bed specialists.
The brief was also to reinforce their brand value of caring for the nation's sleep. This was more than just a marketing strap line, it was a genuine desire to create a resource that helped people and provided a digital voice.
The overriding aim was to deliver an effective campaign with impressive results. Organic was to support the growth of Dreams and take digital market share over the coming years.
Audience data outlined the strategy. Technical auditing identified critical recommendations and fixes.
Additional analysis helped shape a campaign that saw over 50,000 words of critical product-led content being deployed in the first three months.
Reader profiles and search data informed the editorial strategy.
The Sleep Matters Club was born. A platform for Dreams to explore the topic of sleep, why it matters and how to improve it.
Dreams now have category-leading organic visibility – 133% year on year. The brand regularly beats the likes of Ikea and John Lewis in the search results, punching above their budgetary weight.
Organic traffic - 129% year on year and revenue at 185% year on year.
The Sleep Matters Club attracts 40,000 readers per month, thousands of social interactions and coverage on major publications.
The magazine is a pillar of engaging, on-brand content that supports wider marketing channels, including brand campaigns, PR and social media.
The campaign kicked off with extensive competitor research, content auditing and audience identification. This gave us the insight we needed to understand the market and apply content into the customer journey. With this knowledge, we understood the market and the type of content that would enhance Dreams' customer journey.
Technical SEO auditing identified over 50 recommendations. Digging further into extensive keyword and market data, we provided a strategy and identified content gaps. A detailed link audit was carried out to ensure there was no threat from a rapidly evolving Google algorithm.
The Sleep Matters Club offers Dreams a platform to explore the topic of sleep and build a relationship with existing and potential customers.
Inside Online's newsroom of editors, researchers, journalists and designers, craft timely stories to engage Dreams' target demographics. By delivering valuable content into the need, awareness and intent cycles of the customer journey, brand engagement increased.
Aligning Dreams with experts and influencers in their field has helped to establish the brand as an authority on Sleep. The Sleep Matters Club is an award-winning magazine and a standout platform in Dreams' marketing efforts.
Content amplification via paid, earned and owned media channels, as well as increased organic visits, has led to a monthly readership of over 40,000 for the Sleep Matters Club.
The campaign has supported social media, email campaigns and PR initiatives. The cross-channel integration has led to extensive coverage in both on and offline media channels and helped to develop valuable relationships with influencers.
As The Sleep Matters club evolves, it will continue to communicate the core values of Dreams and position them as sleep experts.
"Working with Inside Online, we have developed a rich source of informative content around sleep and wellbeing for Dreams customers, which drives regular social engagement and web traffic to our site - contributing to our SEO success and underpinning the company’s genuine passion for sleep."
Dhiresh Hirani – Digital Marketing Manager
Here are three examples from the campaign.
In partnership with Dreams, our approach to integrated search marketing delivered: