Case Studies

See how we elevated the Naturepedic experience.

Brand communications campaign

For this award-winning U.S. certified organic mattress and bedding manufacturer, we lean heavily into their stellar brand reputation – for quality, authenticity, safety, innovation, honesty and integrity – the hallmarks of this sustainable family business. Our job is to translate this against a changing consumer landscape, across multiple consumer touchpoints, in compelling ways that impact purchasing decisions, as we “Elevate the Naturepedic Experience”

1,784+M

Consumer Impressions

1,508

Placements

6 month

of a 12 Month Campaign

The “Year of Healthy Sleep”

We are still navigating the enormous challenges that the pandemic has had on our physical and mental health. Sleep, one of the key healers, is essential because it enables the body to repair and be fit and ready for another day. Advocating for a year of healthy sleep, our PR initiatives featured crib, kids, and adult mattress and bedding in various campaigns including:

  • The 9-month baby campaign

  • Pillow talk

  • Ditch the chemicals

  • The Naturepedic difference

  • Brand purpose

The 9-Month Baby Campaign

“Breathability Done Right”

The video was created to explain the Naturepedic difference when it came to their Breathe Safe crib mattresses. It was used for media communications and outreach as an educational tool

Baby Sleep Training and Myths

Most parents believe in sleeping myths, prompting many to keep their kids up all day to tire them out before bedtime. A survey of 2,000 parents of children ages 0 to 5 looked at some of the concerns when it comes to their child sleeping and found that more than two-thirds of parents believe in sleeping myths or urban legends (68%). We used the data in a robust media campaign with the following results:

158

Pieces of coverage

5.36B

Online Readership

7.24M

Estimated Coverage Views

Ditch the Chemicals

Additional Coverage

Awards

We continually put the brand forward for meaningful awards, and we worked to build a very strong relationship for the Naturepedic brand with Good Housekeeping because readers wholeheartedly trust the authority and expertise behind Good Housekeeping’s product recommendations. In April of 2021 we learned that our submission of Naturepedic in The Good Housekeeping 2021 Best Bedding Awards had won in the Best Sustainable category for their EOS® Pillowtop Organic Mattress!

This was a huge win for our client.

Social Media

In January 2021 we took over managing all Naturepedic social media efforts for six months as the company navigated new hires to bring everything in-house. The numbers speak for themselves – all platforms showed a huge increase across all metrics under our management.

73.3%

Increase on Instagram

Compared to the previous 6 months, ADin grew the Naturepedic Instagram account on all metrics, including an 11.3% increase in followers, 32.8% increase in net follower growth, a 42.4% increase in engagements, and a 73.3% increase in engagement rate.

293%

Increase on Facebook

Compared to the previous 6 months, ADin grew the page likes by 2.4%, with a 293% growth in net likes and a 9.8% increase in engagement rate.

1,059%

Increase on Twitter

Twitter had huge strides. Followers increased by 3.9% with a 209% increase in net follower growth. Impressions were up 289%, engagements up 1,059%, post clicks were up 277% and engagement rate was up 198%.

2,220%

Increase on LinkedIn

LinkedIn followers increased by 85.1%, impressions increased by 957%, engagements by 2,220%, post clicks by 1475%, and engagement rate by 119%.

Engagement

The engaging content was centered around giveaways as well as chemical education. There was also engagement around earned awards from ADin PR efforts, the sustainability mission, and the differentiating sales factor for the Naturepedic adult mattresses: its customizable feature. Naturepedic’s main goals were to pivot their brand to focus more on adult sales than the crib and child mattresses that made them famous, and the social media efforts met and exceeded those goals.

156%

Increase on Instagram

13%

Increase on Facebook

898%

Increase on Twitter

1,033%

Increase on LinkedIn

Naturepedic Photoshoot

While the brand had a good catalog of product images, there was a lack of dynamic shots of the founders, the manufacturing plant and all the interesting things that set them apart from other brands. So, one of the first things we did when COVID restrictions were lifted, was to head to Chagrin Falls, Ohio for a 3-day shoot! That was a really fun road trip and we got some amazing shots.

Sustainability

For Earth Day 2021 we elevated Naturepedic’s Sustainability initiatives. The brand has led by example in an industry that has been notorious for using questionable chemicals, and greenwashing practices. It was time to shed a spotlight on Naturepedic’s commitment to the health and well-being of families and the planet. This purpose-driven brand truly walks-the-walk!

Public Relations

From partnering with a sustainable interior designer to launch the first Sustainable Nursery Makeover, to scoring in-depth podcast and radio interviews that covered serious topics like groundbreaking industry reports, greenwashing, and environmental causes of childhood cancer, ADin consistently landed the right placements, at the right time, to impact the right audience.

1,097+M

Consumer Impressions

1,327

Placements

8 month

Campaign

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Please use the form below or reach out to Sue Taggart directly on her cell 917.833.8101 or email sue@adinnyc.com.