Using expert opinion

The Client

Handmade mattress and bed makers Naturalmat are proud to stamp ‘made by hand in Devon’ on their products. Originating in the marine industry, Founders Mark Tremlett and Peter Tindall both sail and hated the synthetic mattresses found on most yachts. They found that natural fibres make the best mattresses as they are inherently self-ventilating so designed a range for boats and yachts. When Mark’s wife became pregnant, they realised most baby and children’s mattresses were made from synthetic material so expanded the range.

The Brief

The objective for this campaign was to generate PR coverage and links for Naturalmat in order to increase their search engine visibility and to help them compete with the commoditised mattress market online.

In comparison to their competitors, Naturalmat’s backlink profile was weak and they needed to improve this to boost organic rankings.

Additionally a secondary objective was to help position Naturalmat as sleep experts, which would be complementary to the offline and retail brand positioning.

The Strategy

With the Naturalmat campaign we opted to take a multi-tiered approach to winning coverage and placements.Increasing the overall number of authority links to the site was a key campaign metric, so we focused on using a content-led approach, using both opportunities for image placement, product galleries and promotion around key sales period such as Black Friday, Christmas, New Year and Summer.This agile approach allowed us to tap into journalist requests as well as being tactical with content outreach such as focusing on trending topics such as sleep, productivity and health.
As well as taking a creative approach to press opportunities a key part of the strategy was to brand Naturalmat as sleep experts. We utilised the expertise of Christabel Majendie, an expert sleep therapist, who we positioned for expert comment surrounding key sleep-related topics.

This approach allowed us to propose and create coverage opportunities that were a good fit for both the brand and the product range and created opportunities to promote and highlight the brands unique selling points.

The Results

To date, more than 60 authority links and pieces of coverage were achieved directly from campaign activity and outreach.

This placements included coverage on The Express, The Daily Star, The Sun, Huffington Post, Harper’s Bazaar, The Metro, Netdoctor, Yahoo, The Daily Mail, MSN, Prima, and Readers Digest amongst many others,

Links from authority websites


Uplift in organic visibility