Dawn House
Earning Awards and a TV Feature for New Sleep Technology
Health and tech accolades earn Dawn House a spot on a home renovation show
The Opportunity
Dawn House launched a smart sleep system designed to help seniors get their best rest while empowering them with the safety and independence to keep living at home. Dawn House partnered with Nebo to reach target audiences and generate awareness for this new, luxury product.
Brand & Audience Insights:
To drive the most impact, we wanted to target not only those purchasing the sleep system for themselves or their loved ones, but also care professionals who influence health-related purchase decisions. The audiences we ultimately targeted: health-conscious seniors, tech-savvy seniors, adult children, healthcare professionals and caregivers.
Because the Dawn House sleep system is a large, luxury investment, we zeroed in on news outlets and websites people would likely read while researching sleep and bedding options. We also focused on earning consumer trust for the new product by focusing on awards with significant audience reach.
Solving the Problem:
Our team researched key reporters to contact at outlets focused on consumer products, bedding and sleep health, along with awards in innovation, sleep, health and home products. We also delved into podcasts with audiences of caregivers, adult children of aging parents, and seniors who aspire to lead an active lifestyle.
Additionally, our PR team worked with our SEO team to identify top search terms associated with seniors' sleep concerns to generate owned content recommendations for Dawn House based on those results. These content pieces built upon Dawn House's content SEO strategy and authority, while also serving as foundations for potential media pitches.
In addition to earned media placements and accolades, our efforts culminated in a feature on NBC's home renovation show, George to the Rescue. Their team discovered Dawn House as they searched for products that could help their upcoming recipient, a mom and teacher recently diagnosed with ALS who needed her home to adapt to her new mobility needs. We facilitated a partnership between Dawn House and George to the Rescue as they featured the sleep system in the home makeover reveal.
Dawn House’s feature in the show was a win-win for all: it gave their sleep system major credibility and reach, and most importantly, it gave the home makeover recipient the ability to keep sharing a bed with her husband and live a more empowered life.
Results:
Nebo secured 867.8M earned impressions from 79 quality media placements for Dawn House, in addition to seven awards recognizing the outstanding innovation and benefits of their sleep system.
