The Challenge

Duxiana is a global luxury bed manufacturer whose HQ is in Sweden.

• Traditional media channels like the FT ‘How to Spend It’, upmarket Home Interest Titles, Classic FM and The Spectator were exhausted and failed to show any impact in growing sales.
• Media Managers advised a complete change in strategy and move the media investment 100% into online marketing.
• Obstacles included working on the Dux UK website which was within the global network website. This impacted on access issues and building trust with Head Office in Sweden
• Our proposals included proposing options in the digital space untried and untested by client’s Head of Global Marketing

The Strategy

• Build brand awareness across all digital platforms with deployment of single ‘handle’ –duxbedsuk (on paid search as well as organic)
• Set up Facebook and Twitter pages and populated with engaging content
  Production of video content for serving as rich media
• Strategy of launching with organic content and messaging and re-marketed to growing audience with powerful visuals and video
• Supported by paid for search activity
• We built paid for custom audiences from the “boosted” content and remarketed to them alongside paid for “lookalike” targeted campaigns
• Supplemented activity with PR campaign to bring journalists and bloggers to enjoy a ‘The Sleep Experience’ by partnering with a luxury hotel and a leading light therapy wake-up clock.