Dive Temporary:
- Serta Simmons Bedding has partnered with Crew Whistle on an episode of the sports activities media and leisure firm’s “No Days Off” YouTube collection, Advertising Dive can solely share. The trouble promotes the sleeping firm’s new Serta iComfort Professional mattress.
- The customized episode options Sydney Leroux, an Olympic gold medalist and ahead for Angel Metropolis FC, who highlights how the advantages of excellent sleep affect her efficiency. The episode will premier Aug. 14 throughout Crew Whistle’s YouTube and social channels.
- Brief-form social property throughout YouTube, Fb and Instagram spherical out the trouble. The partnership might assist Serta develop loyalty amongst sports activities followers and youthful customers and arrives amid a crucial interval for enterprise.
Dive Perception:
Serta is keying into sports activities hype via its partnership with Crew Whistle and Angel Metropolis FC’s Leroux. The transfer might assist the corporate shore up loyalty amongst each soccer followers and digitally native customers and arrives amid a turnaround effort. The corporate final summer season concluded its monetary restructuring and exited Chapter 11 chapter. In June, it named a brand new CEO in Jim Loree, the fourth individual in lower than a 12 months to carry the place.
Crew Whistle’s “No Days Off” collection profiles notable athletes whose motivation and drive have fueled their success. The upcoming episode with Serta profiles Leroux and the work she places in each on and off the sphere, from operating excessive depth coaching classes to taking good care of her kids. The episode highlights how high quality relaxation performs out within the soccer star’s efficiency. “No Days Off” has amassed 7.1 billion lifetime world views.
Extra short-form social segments are operating throughout different platforms. In “Science of Sleeping Like a Professional,” Leroux assumes the function of a sleep scientist and lists a wide range of info concerning the science behind sleeping whereas selling Serta’s iComfort Professional. A big presence on social might assist Serta attain youthful customers as they start to ascertain a desire for house necessities like mattresses. For Crew Whistle, the transfer helps the corporate strengthen its give attention to “always-on” social content material.
As Serta emerged from Chapter 11 final summer season, the corporate mentioned that it was constructing a turnaround technique based mostly round 4 pillars: product innovation, model positioning and advertising, gross sales progress and provide chain investments. Chapter 11 allowed the corporate to cut back its funded debt from about $1.9 billion to about $315 million.
Crew Whistle, a DAZN Group firm, has not too long ago teamed with plenty of different entrepreneurs to help its content material, together with GNC, State Farm and dishwasher detergent model End. In April, Applebee’s linked with the corporate on an episode of “Undercover Athlete” that featured 49ers large receiver Brandon Aiyuk and promoted the chain’s Complete Lotta Bacon Burger.
