Positioning Emma as more than a mattress brand

Emma boasts the UK and Europe’s best-reviewed mattress, and has quickly dominated the bed-in-a-box category globally since it’s birth in Frankfurt in 2013.

With coveted credentials including aworld-class research and development arm, amidst an increasingly competitive market, our strategic approach as Emma’s retained agency has been to create a finely-tuned press office which positions the brand as not just the mattress brand offering competitive deals for leading quality, but as leaders in sleep and sleep tech; understanding theUK’s shut-eye.

Fanclub works closely with Emma to boost awareness in consumer media with proof points not just for quality and value, but expertise, technology and innovation- including deals coverage, NPD news,expert commentary and features coverage, brand partnerships, reviews and awards.

Earning Fans

Since we began working with Emma, we have increased its PR SOV against key competitors, from just 3% to 47% -contributing to Emma’s success in doubling its net revenue in Q3 2020 by 95%compared to 2019.

We’ve secured coverage in Which?, TheIndependent, The Mirror, The Sun, Stylist, Evening Standard, Men’s Health, GoodHousekeeping andGlamour, to name a few - and expert sleep advice in the likes of HarpersBazaar, The Metro and The Express.

Our initiatives have had significant impact in 2020, including Emma’s key-worker discount which we drove to get live quickly at the start of the pandemic. It’s helped frontline workers get better sleep- making up 20% of all orders placed during promotion periods and 30% of all sales made during non-promotion periods, since launch. This, along with donations to St Barts hospital, has demonstrated Emma’s support in helping the UK get better sleep when they need it the most.

We’ve also smashed targets for key retail periods like Black Friday- in our first year of working together, we increased coverage in November by 223% YoY. This benchmark is set to be raised for Black Friday 2020.