In celebration of Mother’s Day and all the moms out there who work so hard to keep family life moving forward, bedding brand Tempur-Pedic launched a appreciation video which has achieved over 1.2 million views on YouTube and 32,000 views on Facebook.
The video, part of the brand’s “You’re Important. Sleep Like It” campaign, was created by Santa Monica-based RPA and features interviews with moms and their loved ones.
The video ends with the moms being presented with a new Tempur-Pedic bed. The brand ties the maternal theme with its Tempur-Flex products by saying the new line is “Responsive. Supportive. Life-Changing. Modeled after Mothers Everywhere.”
The strategy behind the video is based on a survey commissioned by Tempur-Pedic which found 87 percent of moms claim they’re kept up at night by issues such as concern for their kids, family, relationships, finances. In addition, 31 percent of moms say they get inconsistent sleep each night and 54 percent said they’d replace their mattress to get better sleep.
Of the campaign’s approach, Tempur-Pedic Senior Vice President of Brand Marketing Patrice Varni said:
Despite them having the most important job in the world, moms are not getting the quality sleep they deserve. The ‘You’re Important. Sleep Like It.’ campaign celebrates moms while also calling attention to the importance of transformative sleep…. we hope to inspire people across the country to thank their moms for the unconditional love and all of those sleepless nights over the years.
The brand has been promoting the video on Twitter and Facebook and has given it prominent placement on its home page:
Moms don’t get enough sleep. So this Mother’s Day, we gave it back to them—with a whole lot of love.https://t.co/HieITWfLOi — Tempur-Pedic (@TempurPedic) May 1, 2015
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