Sealy Posturepedic had owned the hearts and minds of people with back issues for decades. How could Sleepyhead Chiropractic dethrone the dominant leader from a virtual standing start?
We created a campaign that went beyond back care and explored themes of friendship, aging, and pushing your body to the limit with two old surfers, Gav and Ken. TV was extended into paid, earned and owned channels where people were researching to provide an economical way to intercept, measure and refine media placement and message.
The campaign achieved a 190% lift in range page view, a 240% lift in unique users, a 17% decrease in site bounce rate, an 18% lift in average time spent on the range pages and a massive 102.5% lift in sales against an objective of 40%.