Embracing Imperfection with DFI Beds

Sleeping well, comfy mattresses and stylish beds are just some of the words that spring to mind whenever we think of DFI Beds – that’s why we were so excited to get involved with their ‘Embracing Imperfection’ campaign.

We were briefed to create a campaign that would reach new audiences for DFI Beds in the Irish market and that would increase the cost per sale.

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What we delivered:

  • RNN Communications recruited Irish influencer, Erin McGregor, to work alongside DFI Beds on the Imperfection Collection
  • Pre-launch content creation – styled video and photoshoot to capture story behind each of the bedding designs
  • Launched teaser content via Erin’s social media channels
  • Hosted a launch event (complete with bed), inviting 50 of Ireland’s top influencers, 100% of whom shared news of the launch
  • National media launch resulting in an interview on Ireland AM and interviews with Irish entertainment website, Goss.ie and radio station, FM 104
  • National promotions on TV and radio giving viewers/listeners the chance to win a king-size bed and mattress from the Imperfection collection
  • Social media campaigns across Facebook and Instagram
  • Cross agency relationships with DFI’s PPC specialists

The Results:

  • Media reach of 1.25 million (minimum) across TV, print, radio and online media
  • Generated upwards of 100 pieces of content (grid posts, stories and reels), 57 mentions of the DFI Brand and 32 sticker links to DFIBeds.com.
  • 66% increase in Instagram followers since the campaign launched
  • 191% increase in Instagram engagement
  • 653.6% increase in brand awareness
  • 2143 link clicks generated by Imperfection Collection focused content on Instagram
  • 37,121 website visits during launch month (April) a 43% increase year on year from April 2021 (collective result of campaign efforts including PPC)
  • The number one selling bed across DFI’s full range is from the Imperfection Collection
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