Silentnight’s new ad campaign reveals the UK’s sleep secrets

The Market Creative has launched its latest campaign for Silentnight with real people revealing their secrets to a great night’s sleep.

The My Sleep Secret creative concept celebrates Silentnight’s secret to waking up and feeling refreshed after a great night’s sleep. It brings to life real consumer quotes, sourced from hundreds of positive online product reviews.

The integrated campaign features a series of executions that reflect Silentnight’s product range and target core audience groups, from new mums to families.

Print and digital ads will run in national press and across a range of consumer media, encouraging readers to go instore or online to drive sales leads.

A social media campaign headed by Smoking Gun PR will encourage consumers to share their sleep tips using #mysleepsecret. Working alongside Silentnight’s in-house development team, the agency is handling digital content creation and blogger engagement, as well as trade PR.

Nick Booth, Marketing Director at Silentnight said: “This campaign brings to life all of the little stories and insights we hear from customers about how we have helped them improve their sleep. This isn’t just us saying our products are great; it’s genuine customers talking about how they have benefited from our products, making it all the more compelling.”

Sue Benson, Managing Director at The Market Creative said: “The creative route has researched extremely well with consumers who find it reassuring to see real reviews as well as the peace of mind they get from quality product endorsements such as the Which? Best Buy logo.  The simple yet persuasive story will run across all channels, strengthening the approach.”