- Serta Simmons Bedding has partnered with Team Whistle on an episode of the sports media and entertainment company’s “No Days Off” YouTube series, Marketing Dive can exclusively share. The effort promotes the sleeping company’s recent Serta iComfort Pro mattress.
- The custom episode features Sydney Leroux, an Olympic gold medalist and forward for Angel City FC, who highlights how the advantages of excellent sleep impact her performance. The episode will premier Aug. 14 across Team Whistle’s YouTube and social channels.
- Short-form social assets across YouTube, Facebook and Instagram round out the hassle. The partnership could help Serta grow loyalty amongst sports fans and younger consumers and arrives amid a critical period for business.
Serta is keying into sports hype through its partnership with Team Whistle and Angel City FC’s Leroux. The move could help the corporate shore up loyalty amongst each soccer fans and digitally native consumers and arrives amid a turnaround effort. The company last summer concluded its financial restructuring and exited Chapter 11 bankruptcy. In June, it named a recent CEO in Jim Loree, the fourth person in lower than a 12 months to hold the position.
Team Whistle’s “No Days Off” series profiles notable athletes whose motivation and drive have fueled their success. The upcoming episode with Serta profiles Leroux and the work she puts in each on and off the sphere, from running high intensity training sessions to caring for her children. The episode highlights how quality rest plays out within the soccer star’s performance. “No Days Off” has collected 7.1 billion lifetime global views.
Additional short-form social segments are running across other platforms. In “Science of Sleeping Like a Pro,” Leroux assumes the role of a sleep scientist and lists a wide range of facts in regards to the science behind sleeping while promoting Serta’s iComfort Pro. A big presence on social could help Serta reach younger consumers as they start to establish a preference for home essentials like mattresses. For Team Whistle, the move helps the corporate strengthen its concentrate on “always-on” social content.
As Serta emerged from Chapter 11 last summer, the corporate said that it was constructing a turnaround strategy based around 4 pillars: product innovation, brand positioning and marketing, sales growth and provide chain investments. Chapter 11 allowed the corporate to reduce its funded debt from about $1.9 billion to about $315 million.
Team Whistle, a DAZN Group company, has recently teamed with plenty of other marketers to support its content, including GNC, State Farm and dishwasher detergent brand Finish. In April, Applebee’s linked with the corporate on an episode of “Undercover Athlete” that featured 49ers wide receiver Brandon Aiyuk and promoted the chain’s Whole Lotta Bacon Burger.
Read the total article here
