Challenge
To announce the acquisition of Intellibed and to relaunch and reposition the Purple brand with a new advertising and PR campaign.
Solution
To generate national PR coverage before the launch, we released a consumer study during National Sleep Week to reveal the ‘State of Sleep in America.’ We arranged interviews with top industry publications and secured ‘owned’ product reviews on major mattress websites. We partnered with a well-known sleep expert and hosted influencers and media for an exclusive brand immersion. Additionally, we collaborated with aligned brands to energize fans.
Results
- #4 to #2 in share of voice against ‘big spenders’.
- 361% increase in article count across Tier One, including The New York Times, Forbes, Refinery29, and Healthline.
- 300% increase in impressions to 8.86 billion.
Michele and her team at Ubuntu jumped in with little notice to support a critical new brand acquisition at Purple Innovation. They worked with speed and deep strategic smarts to create a communication plan, all related communications, and new brand integration positioning materials that supported the highly successful acquisition and brand integration. They executed a PR campaign that created revenue-driving power and credibility for the acquisition. Michele and her team excel at translating their experience and expertise into immediate impact.