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The Virgin Mattress:
Worth the Wait
Leggett & Platt Modifying Campaign
Based on Audience Feedback
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.
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