Daylight Saving Time Campaign First Major Success in a Year of Ambitious Sleep Marketing
RICHMOND, Va., April 17, 2013 – Carpenter Co.’s SleepBetter Facebook page eclipsed the 250,000 fan mark and it has continued to add thousands of new fans per week since it crossed that quarter million milestone in March. Last month also marked daylight saving time which Carpenter Co. and SleepBetter leveraged for the “Lost-Hour” campaign that generated hundreds of news media “hits” and social media buzz that drove tens of thousands of visitors to SleepBetter.org.
“The fact that we are now able to connect with and share the latest and best sleep tips and information with over 250,000 fans on Facebook is incredible,” said Dan Schecter, senior vice president of consumer products at Carpeter Co. and the creator of SleepBetter.org. “SleepBetter and Carpenter Co. are now in a strong position to engage these fans as SleepBetter ambassadors for marketing and partnership opportunities that we are currently exploring.”
The daylight saving time campaign was built around research SleepBetter commissioned and developed into the “Lost-Hour Economic Index” which resonated with media outlets nationwide looking to file stories on the impact of daylight saving time (DST) on sleep. The Index, which detailed the economic cost of losing an hour of sleep due to DST was featured on outlets like MSNBC, CNN and Fox News Money, Bloomberg News, the Huffington Post, Time.com, Esquire.com and more than 170 TV news reports across the country, reaching millions of households.
At the same time, SleepBetter launched a Facebook contest to engage and grow its fan base. During the three week contest, which highlighted five tips for surviving daylight saving time, 3,015 entries were submitted. The contest also resulted in an increase of more than 6,000 new Facebook fans.
About SleepBetter.org
Created by Carpenter Co., SleepBetter.org is dedicated to helping people sleep better. Designed as an online resource, the website creates a forum for visitors to define, discuss and discover solutions to fit their particular sleep needs. SleepBetter.org’s quest is to continually gather pertinent sleep information, then share this knowledge with the general public. The site also shares tips on the best sleep-related products, both in stores and online. SleepBetter.org has created the SleepBetter seal as a way to easily identify products recommended for their superior quality or scientifically based design. For more information, please visit www.SleepBetter.org.
About Carpenter Co.
Carpenter Co. is the largest manufacturer of comfort cushioning products in the world. The Richmond, Va.-based company manufactures a wide variety of polyurethane foam and polyester fiber products, all designed to make the world more comfortable. Born and built in the United States, Carpenter Co. has a 64-year history of designing the world’s most comfortable products and remains on the cutting edge of product development, creating innovative products that improve sleep and enhance active lifestyles. The Carpenter Co. Consumer Products Division offers a dynamic line of trusted products, including Isotonic®, ErgoFresh™, Ambient™ and IsoCool™ by Isotonic® pillows, mattress pads and neck pillows as well as comfort technologies like Avena™ and Avela™ and new technologies like IsoFresh™. For more information, visit www.carpenter.com.
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