Building a better brand so we can all rest easier

At ThinkOTB we love working with brands that are passionate about doing good things. So when you realise that we need 7-9 hours of sleep a night to be both mentally and physically well, then a brand that can help us get more of that restorative slumber is definitely doing good in our marketing agency’s book! Keep reading to see how we transformed their bedding marketing and helped them reach global customers.

Better sleep and even better brand values

Woolroom’s wide range of products are scientifically proven to help you sleep better, naturally and more sustainably. So how do they do it?

Woolroom is the leading wool bedding retailer and sleep specialist. Based in Rutland, Derbyshire, they believe everyone deserves the benefits of clean, natural and life-changing sleep. So, they have created everything from duvets and pillows to headboards and beds that are proven to boost your chances of a good night’s sleep by 67% and can help you get 25% more deep, regenerative sleep than other types of bedding.

So let’s deal with the elephant in the room – or woolly mammoth – shall we? Wool bedding. Yes, wool. Not only is it more ethically sourced than feather bedding, and more environmentally friendly than polyester and synthetic bedding that takes up to 500 years to break down, wool bedding is better long-term value and machine washable.

On top of that, wool naturally regulates your temperature. It keeps you warm in the winter, cool in the summer and a nice temperature if you’re menopausal. Plus, it’s naturally hypoallergenic too, so it’s no wonder Woolroom call it nature’s miracle material!

Woolroom’s Clean Sleep Report found that 60% of people surveyed got less than 6 hours sleep a night. So not only is Woolroom empowering us to get more sleep, this family-run heritage business pays farmers a fair price and customers can trace the wool products back to the flock and farm using their Wool ID® programme.

How is ThinkOTB helping more people get a better night’s sleep?

It’s no surprise that customers are loving Woolroom. But, to make sure more people than ever are able to benefit from a better night’s sleep, ThinkOTB is working with the Board and bedding marketing team. Together, we’ll further strengthen the brand and expand this natural sleep brand overseas.

You can read what our Managing Director, Jo Waddington, had to say to Marketing Communication News here.

Using our tried and tested brand strategy service, we’re developing a robust brand framework and supporting messaging. These communications will help Woolroom promote the health and sustainability benefits of their products.

Using customer focus groups and competitor research, our team of brand strategists are developing a proposition that will enable Woolroom to own the natural sleep space and build meaningful relationships with its current and future customers, no matter what country or channel they are shopping from.

Americans are already loving Woolroom’s better sleep promise. This brand story will become the blueprint for all expanding overseas markets. But we won’t rest there and will continue to drive their bedding marketing. With the brand laid down, we’ll develop a multi-channel acquisition campaign. This will help Woolroom build even more love amongst their loyal customers. We’ll maximise their retention programmes using customer profiling.

At ThinkOTB we’ve honed our brand strategy service over 30 years to create inspiring brands that truly connect with their audiences. See how this approach has paid dividends for another British ethical brand, Unity Trust Bank.