To support the product-led campaign, Diffusion commissioned a parent-based Sleep Easy study with toniest to identify insights to pitch to media, working alongside sleep expert, Lucy Wolfe, who partners with tonies on the campaign. The study revealed that during the pandemic screen time among children hit a huge 3 hours and 53 minutes a day, with over a third (35%) of children reported to have spent more than a staggering 5 hours per day on their devices. With sleep being so vital for young children’s mental and physical wellbeing and development, the study also revealed some ‘bad bedtime habits’ parents slipped into during the pandemic. The insights were pitched to media alongside expert comment with tips and advice from Lucy Wolfe.
To capture the attention of media and influencers, Diffusion created beautifully packaged ‘Sleep Easy’ kits in partnership with brands such as Peter Rabbit, Teapigs, Panda London and Bloom & Blossom, which were seeded to key media and influencer contacts. This was underpinned by a robust product seeding campaign to generate reviews and gift guide coverage for the brand.
Diffusion’s campaign for tonies has generated over 150 pieces coverage in under a year across national, consumer lifestyle and trade media including the Mail Online, the Metro, the Times, the Sun and the Evening Standard, with a total reach of +30 billion.