BENSONS CSO: HOLY WOW HOW DID THEY DO THAT?

Ensuring Bensons for Beds dominated share of voice during peak trading with its first-ever earned creative campaign: The Chief Sleep Officer.

Welcome to Holy Wow – How Did They Do That?
Our no-fluff, no-yawns take on PR Week’s Behind the Campaign.

This is where we crack open a campaign and show you the magic inside — the thinking, the insight, the leap from what if to holy wow. Because if you’re like us, you don’t just want the headlines. You want the guts. The “why it worked” and “how the hell did they pull that off?”

Here’s our mantra: A lazy strategy leads to lazy results. Nail the thinking upfront, and the execution, coverage, and clicks fall neatly into place. Rush it, and you’re just firefighting.

What Was The Problem?

January is Bensons for Beds’ Super Bowl — peak trading season. Everyone’s hunting for a better night’s sleep and a better deal. But when every brand is shouting about “sale must-haves” and “sleep solutions,” how does the UK sleep specialist cut through the noise, show off its sleep credentials, and still feel fresh?

We needed something brave enough to break through the January clutter and smart enough to reinforce Bensons’ position as the UK’s sleep authority.

The Idea In A Nutshell

We turned job hunting into headline hunting.

January is when the UK collectively starts dreaming of new beginnings — including new jobs. So we announced a new role at Bensons: Chief Sleep Officer. A real job, with a real salary, for someone to literally sleep on the job. Duties included mattress testing, reviewing sleep products, and sharing sleep tips with the nation.

It was the perfect blend of earned-first creativity, cultural relevance, and brand truth. Because when you’re as obsessed with sleep as Bensons is — why not hire someone to prove it?

The Journey Towards The Idea

We knew January was peak “new job” season. We also knew that journalists (and the internet) can’t resist a “dream job” story — it’s the gift that keeps on giving.

So, instead of fighting for attention with another sale story, we flipped the script. We created a national conversation about sleep, careers, and what it means to find your dream job — literally.

Our Chief Sleep Officer role was a UK media first: a smart, shareable hook that hit the sweet spot between cultural timing, human truth, and brand storytelling.

Making The Idea PR’able

Earned-first doesn’t mean earned-only. This campaign had layers — each one designed to keep momentum alive.

The stunt:
We kicked things off with a scroll-stopping photo moment: three bleary-eyed commuters, mid-commute, en route to their Bensons interview — dressed in pyjamas, eye masks, and dressing gowns. Shot in real commuter spots (bus stops, tube stations, train platforms), the visuals nailed that “wait, what am I looking at?” factor — weird enough to stop thumbs, relatable enough to stick.

The discoverability:
We backed the stunt with serious search visibility. Job ads for the CSO role appeared on LinkedIn, Instagram, and across major career sites — meeting audiences right where they were searching for change.

The data hook:
To give the story extra legs, we ran consumer research into the tell-tale signs it’s time for a new job — from sleepless nights to “can’t stand my boss” moments. The insights were gold dust for lifestyle and news desks, helping the story stretch from quirky headline to relatable feature.

The Results

The campaign didn’t just land — it tucked itself in across national media.

• 50 pieces of national and lifestyle coverage
• 32% of articles linked directly to the Bensons website
• 32% share of voice vs competitors during a crucial retail window

And the best part? It didn’t stop there.

The role went to Courtney-Red Veitch, who’s since created a steady stream of sleep-led content and brand engagement — proving that earned ideas don’t have to be one-night stands. They can evolve, grow, and keep the conversation going long after the stunt’s gone to bed.

Holy Wow takeaway

Good PR doesn’t end when the headline hits. It starts when the idea sticks.
For Bensons for Beds, the Chief Sleep Officer wasn’t just a dream job — it was a dream campaign.