A.H Beard: Six week sleep challenge

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

A.H Beard: Six week sleep challenge

Laura Ryan and Alex McIntosh

Campaign details

Brand owner: AH BeardLead agency: Mentally FriendlyBrand: A.H BeardCountry: AustraliaIndustry: Furnishings and fittingsChannels used: Content marketing, Earned media, buzz, Email marketing, Social media, TelevisionMedia budget: Up to 500k

Executive summary

This case study tells the story of how AH Beard, a 115-year-old Australian mattress manufacturer, overcame being in a low-interest category using a social-engagement platform, the AH Beard Six-Week Sleep Challenge.

Mattresses are a challenging product category where every product looks the same and...

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