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A H Beard Sleep Challenge

A.H. Beard, an Australian mattress manufacturer, needed to grow awareness of its brand, even though the category is typically of low interest to consumers who buy mattresses on average only once a decade.

This case describes how the brand used a social media-led campaign to promote a six-week sleep challenge in which the public was encouraged to change their behaviour to improve their sleep patterns. The approach attracted new consumers to the brand and increased intent to purchase the company's products.

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