Commentary

Bed Bath & Beyond Gives Sleepers Personas In Latest 'Happy' Campaign

A Bed Bath & Beyond campaign — Wake Up Happy — kicked off Monday to promote a sale and help consumers identify and shop by their sleeping patterns.

The campaign created by Evolution Bureau (EVBfocuses on Bed Bath & Beyond’s selection of sleep merchandise. It identifies four sleep personas and pairs them with product aimed at helping customers achieve a better night's sleep. Kepler Group bought the media.

The Popsicle seems always cold and constantly piles on more layers of socks, sweatshirts, and bedding, while The Furnace sleeps hot for those whom light pajamas and air conditioning just don't cut it, The Knot is for those who always wake up feeling like they slept funny, and The Overthinker is for those who turn off the lights and turn on their brain leading to a restless night's sleep.

Links on the page of sleeping personas lead shoppers to a list of products. For cold sleepers, for example, it lists heated blankets, faux fur throws, and quilted heated mattress pads. If consumers categorize themselves as Overthinkers, the site sends the click to items such as the Therapedic weighted cooling blanket, the Therapedic weighted U-neck pillow, and the U-Comfy neck and shoulder heat wrap.

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The advertising campaign debuted across television, print, radio, digital, and social media, including YouTube, Facebook, and Instagram. The digital video and TV spots highlight the sleep selection at Bed Bath & Beyond.

Google search ads and Shopping ads are media noticeably absent from this campaign. A search for “bed sheets” on google.com returns paid ads for Brooklinen, Boll & Branch, JC Penny, and Sheex, in that order.

Just below Google paid ads, the organic results are from Good Housekeeping, Bed Bath & Beyond, Macy’s, The Company Store, Wayfair, and Target.  Walmart and Amazon fall toward the bottom of the first page in Google search results.

Bed Bath & Beyond is not found in Google Shopping until the second page.

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