Serta expects ads to top 4 billion impressions
David Perry -- Furniture Today, August 26, 2013
HOFFMAN ESTATES, Ill. - Top bedding producer Serta aims to continue its momentum with its Summer of Serta national advertising campaign, which it says will generate more than 4 billion consumer impressions during the mattress industry's peak selling season this summer and fall.
The campaign includes five national promotions supported by 15 weeks of television and online commercials.
The new online program for iComfort will generate millions of consumer impressions through display, tablet and mobile banners, desktop and mobile video, plus major partnerships with CNBC, Hearst Digital Media and Houzz, the top-rated home improvement and lifestyle app for iPad and iPhone users and the fastest growing media property in the history of the home décor industry, Serta said.
Online partnership highlights include:
On CNBC, there will be a home page takeover and a 100% share of voice on the "Business of Design" section of the site.
On Hearst Digital Media, there will be custom video content with Elle Décor, House Beautiful and Country Living. There will also be exclusive online contest with Country Living where participants can enter to win an iComfort Directions mattress set with a Motion Custom Adjustable Foundation. There will also be weeklong "Theater Takeovers" and roadblocks on Elle Décor, House Beautiful, Good Housekeeping and Country Living.
In addition, there will be a high-impact filmstrip unit with video, and there will be desktop and mobile display on 18 partner sites.
On Houzz.Com, there will be desktop and tablet sponsored photo units and display banners, and there will be the ability for users to save iComfort mattress photos to their idea books and/or remodeling wish lists.
"These new online partnerships allow us to reach our target consumer when she is likely to be thinking about furniture purchases through websites that she trusts," said Andrew Gross, senior vice president of marketing for Serta. "By building awareness of and desire for our iComfort mattresses throughout the peak season, we will drive even more traffic to our retailers' door fronts during our nationally advertised events, when we are really giving consumers a reason to shop and buy."
Serta's national events for Labor Day began on Aug. 14.