|
May 21, 2010 - Esha and Liam are
still getting married. They
still need a new mattress. But,
it’s going to take a little
longer than expected.
When
Leggett & Platt unveiled The
Virgin Mattress, a social media
campaign created to support the
launch of the company’s
VertiCoil™ Edge® innerspring, it
hoped to get people talking in
new ways about the
mattress-buying experience. The
debut earlier this month
certainly got people talking,
according to Mark Quinn,
Director of Marketing for the
Residential Furnishings Segment
of Leggett & Platt.
“We received all kinds of
feedback – positive and negative
– from our employees, customers
and partners,” said Quinn. “So,
we’re going to take advantage of
the social part of social media
and incorporate the insights
shared with us. We plan to share
the next webisode in a few
months with a modified approach
to appeal to our core audiences
in a less controversial way,
without losing the humor of the
campaign.”
The campaign targets
consumers and employs social
media for engagement and
education.
The Virgin Mattress webisodes
feature an engaged couple, Esha
and Liam, searching for a new
mattress for their married life
together. The campaign targets
consumers and employs social
media for engagement and
education. Both personalities
will participate in
conversations through Twitter
and Facebook accounts operated
by the Leggett & Platt
communications team.
“We feel strongly that our
industry needs to market
directly to consumers in a way
that makes them look at the
mattress-buying experience in a
new and more objective way,”
said Quinn. “Any time you push
the envelope and try something
new, you’re bound to generate
discussion and make mistakes.
What matters is what you do with
the feedback. We’ve learned some
valuable lessons that will help
us move the industry forward. At
the same time, we’re going to
continue marketing our brand in
new ways while respecting our
company’s long-standing values.”
The campaign website,
www.TheVirginMattress.com, will
be relaunched in the coming
weeks with additional updates.
About Leggett & Platt:
Leggett & Platt (NYSE: LEG) is a
diversified manufacturer (and
member of the S&P 500) that
conceives, designs and produces
a broad variety of engineered
components and products that can
be found in most homes, offices
and automobiles. Leggett & Platt
serves a broad suite of
customers that comprise a “Who’s
Who” of U.S. manufacturers and
retailers. The 127-year-old
company (founded 1883) is
comprised of 19 business units,
19,000 employee-partners, and
more than 140 facilities located
in 18 countries. Leggett & Platt
is North America’s leading
independent manufacturer of: a)
components for residential
furniture and bedding; b)
components for office furniture;
c) drawn steel wire; d)
automotive seat support and
lumbar systems; e) carpet
underlay; f) adjustable beds;
and g) bedding industry
machinery for wire forming,
sewing and quilting.
For more information, please
visit
www.Leggett.com. |
