L&K: The Ultimate Slumber Party Case Study

The Client: The Company Store

For over 86 years, The Company Store has been bringing the world the finest in feather and down products. Experience the luxury and warmth of down comforters, pillows and featherbeds - expertly crafted in our own La Crosse, Wisconsin factory. Plumped with your choice of fills, including the loftiest and best quality European White Down, all our products carry a lifetime "rest-easy" guarantee. Choose from over 100 different styles, colors, fills and sizes. The Company Store also specializes in a host of other fine products for the bedroom and the rest of your home.

The Objective:

1. Build Brand Recognition and Loyalty with a Younger Demographic.
2. Increase Online Sales.
3. Create Brand Awareness.
4. Generate buzz and excitement.
5. Maximize repeat site visits and purchases.
6. Create an intrinsically viral promotion.

Marketing Overview:

The Company Store has long been known for its high-end bedding and home decor. Broadening TCS's demographic towards a younger, college-aged group - people that were used to the comforts of their home, now living in the minimal comfort of college housing. TCS has all the products to make a new or current college student feel right at home. After all, sleep and comfort are essential towards the proper learning and growing for a young college student.

Strategy & Tactics

The Company Store, already well versed in kids' marketing, with their Company Kids Brand, didn't have to reach very far to bridge the gap from their adult and kids line to the young adult line. We decided an exciting and interactive contest was the best way to grab some of the already saturated Social Networking market, so we decided to make our contest a little bit different. We asked college students to create their own "bedtime song", perform it on video and upload it to our promotional page for other users to view and rate and, of course, share - this viral part is an important part to young-adult marketing. "Did you see that video? It was so good." So they share, others view and come back to watch other videos or even create their own. This method of promotional marketing kept the contest in the forefront with the brand intermixed and smoothly blended to maintain the message and the excitement simultaneously.

Summary

The excitement garnered during this promotion was just what a growing brand extension needed to gain the market share and, at the same time, the bandwidth. It's extremely difficult to break through all of the media available - an interactive, engaging and viral promotion was just the route and proved to be one of the most exciting and beneficial promotions to-date for The Company Store. Look for more in the future!