Blue Wheel Media - Small-Budget Marketing Campaign of the Year
Company: Blue Wheel Media, Troy, MI
Company Description: Blue Wheel Media is an integrated digital marketing agency comprised of strategists, creative, producers and technologists who share a passion for creating progressive branding and digital marketing ideas and solutions.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million)
Nomination Title: SHEEX Small-Budget Marketing Campaign
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
How indisputably important is good sleep? Let us count the ways. Even when a retail product is truly innovative, it requires progressive branding and digital marketing solutions to get off the ground. Case in point: SHEEX, the world’s first and only performance fabric bedding and sleepwear company. SHEEX Co-Founders and Co-CEOs Michelle Brooke-Marciniak, a former WNBA point guard, and Susan Walvius were coaching basketball at the University of South Carolina when they realized they’d love to have sheets made out of the same material as their athletic gear. The resulting performance fabric bedding and sleepwear products transfer body heat twice as effectively as traditional cotton, allowing the body to cool itself and regulate its core temperature, yielding to a better, deeper, and more restorative sleep. Blue Wheel Media delved into the heart of the matter by creating the online marketing campaign #SleepCooler with an annual budget of $500,000.
The campaign brought SHEEX’s core value proposition to the forefront, which ultimately increased conversion rates and revenue while driving significant traffic to the website: unique visitors increased by 552.25%. A full revamp of site content and SEO optimizations led to dramatic increases for all targeted keywords, achieving 1st-page results for 11 keywords in less than 12 months. The hashtag #SleepCooler permeated across SHEEX social media posts, guiding photo shoots and helping activate a mini influencer and video campaign, all of which encouraged fans to use #SleepCooler to get their photos and videos featured or show the brand how they sleep cooler with SHEEX. The idea of #SleepCooler didn’t stop at the campaign: Blue Wheel understood that SHEEX deserved a fully responsive website that was as sleek and luxurious as the product. Blacks, textured grays, and evocative cool blues complement large imagery and descriptive graphical elements that depict how SHEEX products cool and regulate body temperature. Blue Wheel also condensed the product pages, allowing for a cleaner organization to give users a seamless experience – from landing on the site through to checkout.
The bottom line: As of October 2016, year-over-year SHEEX revenue is up 300% and profitability is up 500%. Blue Wheel transformed an obscure, niche product into a leading bedding solution for restless sleepers everywhere.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
• SHEEX is the world’s first and only performance fabric bedding and sleepwear company, whose products transfer body heat twice as effectively as traditional cotton, allowing the body to cool itself and regulate its core temperature
• With an annual budget of $500,000, the #SleepCooler Campaign brought SHEEX’s core value proposition to the forefront, which increased conversion rates and revenue, as well as drove significant traffic
• Increased unique site visitors by 552.25%
• Increased top-line revenue by 300%, profitability by 500%
• Doubled conversion rate with the launch of new fully responsive website