ALBANY, N.Y.–Downlite and PrimaLoft have launched an integrated marketing campaign to coincide with Better Sleep Month, which runs through May.
The campaign combines traditional and social media, Internet and “guerilla marketing” tactics to elevate the PrimaLoft brand of down-alternative fill within the home-furnishings and bedding markets. As part of the initiative, members of the audience of NBC’s “The Today Show” on the May 11 broadcast received free PrimaLoft-filled pillows in the kickoff to the campaign. Also part of the effort is a social-media contest called the “Better Sleep Bedroom Makeover,” which offers one winner a PrimaLoft-filled comforter and four PrimaLoft pillows.
Downlite and PrimaLoft have been partners on a line of basic bedding for many years.
The campaign is keyed around a consumer survey commissioned by PrimaLoft, which queried consumers about the reasons for sleepless nights. Ranking first among the causes of sleeplessness was financial issues, followed by their job, current events and the disturbance of their significant other sleeping next to them.