Building a brand people buy into emotionally.

INFLUENCER + PAID + Social

Since 2017, the Be Heard team has provided Dreams with an integrated approach to social.

— Challenge

Dreams is the UK’s leading bed and mattress retailer; however, the brand’s social presence developed organically and wasn’t breaking through a market being challenged by brands like Casper, Simba and Eve. Dreams tasked the Be Heard team with developing a creative and strategic approach to social and content marketing, which would create a point of difference and tell a clear story on social.

— Solution

The Be Heard team is retained to provide Dreams with a holistic and always-on approach to social content, social strategy, influencer marketing and social paid media – with Kameleon’s social content & influencer marketing expertise complementing agenda21’s media buying analytics. The Be Heard team is helping Dreams realise the potential of social as an integral part of the brand’s marketing mix by elevating the brand’s social presence and delivering agile reactive creative.

 

Lisa Bond, CMO at Dreams:

The Be Heard team is retained to provide Dreams with a holistic and always-on approach to social content, social strategy, influencer marketing and social paid media – with Kameleon’s social content & influencer marketing expertise complementing agenda21’s media buying analytics. The Be Heard team is helping Dreams realise the potential of social as an integral part of the brand’s marketing mix by elevating the brand’s social presence and delivering agile reactive creative.

— Always on social

We’re leveraging insights into the brand’s audience and purchasing behaviour from agenda21, creating social content that people are actively spending time with and engaging. Our always-on social solution is built on an iterative test & learn approach, which means that Dreams’s social is engaging as branded content, while also driving customers to the Dreams website and returning conversations.

We work across Dreams’s social channels and we’ve created agile reactive creative, social influencers campaigns, partnerships with Mumsnet, social posts & stories, product inspiration pieces, and blog content through the Sleep Matters Club.

 

— #FallBackInLove

Dreams’ holiday campaign was the third iteration of its renowned Replace Every Eight campaign which recommends replacing your mattress every eight years. The campaign kicked-off in December 2017 running for 9 weeks and carrying the hashtag #fallbackinlove.

Our three-tier social spike began with a ‘Social Hour’ teaser that built anticipation around the launch, which lead into an ‘Amplify Phase’, pushing recall of the TV ad by supporting ad-centric assets on social. The social campaign culminated with an ‘Expansion Phase’ which created emotional relevance of the brand with Dreams’s target audience, resulting in a 17.2% ad recall score.

— Social Hour

Building anticipation around the TV ad without revealing the brand, we supported the unbranded 7 second teaser ad that featured the #FallBackInLove on Instagram, Facebook and Twitter pages. We used these pages to bate-out unbranded content in the run up the big reveal.

— Amplify

Once the TV ad aired, we continued to build momentum around the hashtag created by our teaser campaign. By repurposing #FallBackInLove assets, posting these assets on the original unbranded pages, and taking over the current Dreams pages with new campaign-based imagery and posts, we established a connection with the brand.

— Expansion

The Final phase saw the creative exploration of the #FallBackInLove hashtag, making it work for the Dreams brand, purpose and products by building positive sentiment around the hashtag to point towards sleep and beds. #FallBackInLove is helping Dreams own key moments and dates, injecting the brand into social moments.

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