MattressNextDay
18-Month National Digital PR Campaign
MattressNextDay
E-commerce / Home Furnishings
MattressNextDay, a leading online mattress retailer, needed to build brand authority and increase organic visibility in a highly competitive sleep market. They required consistent tier 1 coverage to establish themselves as the go-to source for sleep expertise, targeting sleep-conscious consumers, parents, and health & wellness enthusiasts.
We developed a comprehensive 18-month digital PR strategy positioning Martin Seeley, their sleep expert, as the industry authority. Our approach combined data-driven studies, trend prediction (orthosomnia, sleep divorce), seasonal hooks, and reactive PR to secure consistent coverage across major UK publications. We created diverse, high-authority link profiles for long-term SEO benefits.
Campaign Highlights.
Orthosomnia - Sleep Tracking Disorder
Successfully identified and capitalized on emerging trend, securing coverage across HuffPost, Metro, and Living Etc on the new sleep disorder caused by sleep tracking obsession.
Sleep Divorce & Relationship Sleep
Featured coverage on the trend of couples sleeping separately, exploring sleeping positions and relationship dynamics across lifestyle publications.
Lunar Impact on Sleep
Extensive coverage on how moon phases (including Sturgeon Moon) affect sleep patterns, connecting astrology to sleep health.
Seasonal Sleep Campaigns
Year-round coverage: heatwave sleep loss, festival survival guides, travel with children, heating and sleep, red light therapy benefits.
Comprehensive Link Profile Strategy
60+ follow links provided direct SEO value passing link equity and authority, while 40+ nofollow links created essential link profile diversity, brand exposure, and high-quality referral traffic. This balanced ratio demonstrates authentic, editorial coverage rather than manipulative link building, mirroring natural link acquisition patterns.
Coverage Breakdown.
25+ placements
Telegraph, Forbes, HuffPost, The Sun
20+ placements
Glamour, Harper's Bazaar, Stylist, Marie Claire
30+ placements
Netmums, Made for Mums, T3, Living Etc
25+ placements
Specialized wellness and parenting publications
Content Performance.
Sleep & Technology
15+ placements
Orthosomnia, smartwatch bacteria
Lunar/Seasonal Sleep
20+ placements
Moon phases, weather impacts
Relationship Sleep
12+ placements
Sleep divorce, sleeping positions
Family Sleep
18+ placements
Children's bedtimes, travel tips
Martin Seeley - Sleep Expert
150+ expert quotes across major publications with consistent attribution as "Sleep Expert" or "Senior Sleep Expert". Topic authority established across multiple sleep-related subjects with media relationships built with key health and lifestyle journalists. Successfully included in journalist source lists for sleep-related stories.
What Worked.
Expert-Led Content
Positioning Martin Seeley as the primary spokesperson proved highly effective across all publication types.
Seasonal Relevance
Timing stories to seasonal sleep challenges ensured consistent year-round coverage.
Trend Identification
Early adoption of emerging sleep topics (orthosomnia) secured first-mover advantage.
Multi-Angle Approach
Same topic pitched to different publication types maximized reach and diversity.
Featured Coverage.
The Results Speak for Themselves
Fifth Consecutive Year of Record Performance
MattressNextDay reported exceptional business performance following the PR campaign, cementing their status as one of the most profitable and fast-scaling businesses in the UK's sleep retail sector.
"Profitability is a clear reflection of how well we're serving our customers and adapting to a changing retail environment. After five straight years of growth, it's especially rewarding to see that our core values and long-term strategy continue to deliver tangible, bottom-line results."
Martin Seeley, CEO & Founder, MattressNextDay
Read Full ArticlePress Coverage.
The campaign successfully established MattressNextDay as a leading sleep authority across major UK publications. The expert-led PR strategy delivered both immediate media coverage and long-term brand authority in the specialized sleep market.
Campaign Analysis
Reactively for MattressNextDay
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