By partnering with the Guardian, John Lewis helped to educate readers on the benefits of a good night’s sleep and encouraged them to upgrade their bedrooms.

1. Best
Content
Partnership
John
Lewis
–
Sending
the
Nation
to
Sleep
Executive
Summary
Sleep.
It’s
something
everyone
does,
every
day.
A
good
or
bad
night’s
sleep
can
completely
transform
your
day.
But
are
you
getting
enough?
And
are
you
doing
it
properly?!
Through
the
use
of
a
content
partnership
with
a
trusted
Newsbrand,
the
Guardian,
John
Lewis
helped
to
educate
readers
on
the
benefits
of
a
good
night’s
sleep
and
encourage
them
to
upgrade
their
bedrooms
at
John
Lewis.
The
campaign
was
truly
multi-­‐media
going
beyond
just
print
&
digital
with
the
production
of
podcasts
–
the
first
time
the
Guardian
had
created
podcasts
with
a
retail
partner!
We
helped
9.9
million
people
to
get
a
better
Sleep
(16.7%
of
all
adults)
and
Brandaid
research
showed
that
63%
of
people
agreed
that
the
content
encouraged/would
encourage
them
to
find
out
more
about
the
John
Lewis
Sleep
range.
Background
&
Objectives
• How
did
you
sleep
last
night?
Sleeping
is
one
of
the
core
requirements
for
a
healthy
life
and
there
are
lots
of
myths
that
exist
potentially
resulting
in
the
wrong
purchases,
behaviour
and
advice
across
the
wider
market.
• Small
changes
can
make
a
big
difference
In
AW14
John
Lewis
wanted
to
own
Sleep.
To
communicate
that
John
Lewis
has
everything
to
create
your
perfect
Sleep
Sanctuary
-­‐
black
out
blinds,
sumptuous
bed
linen,
mattresses,
lighting,
pillows,
duvets
and
bedroom
furniture
as
well
as
soft
carpets.
With
the
huge
range
of
products
available,
John
Lewis
is
in
a
unique
position
to
myth
bust
and
offer
everything
one
might
need
to
have
a
truly
perfect
night’s
sleep.
From
larger
items
such
as
beds
&
mattresses
to
simpler
eye
masks,
SAD
alarm
clocks
and
pillow
sprays.
For
this
campaign
we
had
three
clear
objectives:
1. Educate
that
sleep
is
vital
to
wellbeing.
We
wanted
to
spur
customers
into
action
around
the
need
to
invest
in
their
bedrooms
to
benefit
their
wellbeing
significantly.
2. Drive
Awareness
of
the
breadth
of
product
areas
that
John
Lewis
offer
in
the
context
of
the
benefits
to
the
customer.
3. Demonstrate
Expertise
that
John
Lewis
are
the
experts
in
‘Sleep’
and
therefore
is
the
only
place
to
go
for
these
purchases.

2. Insight
• Newsbrands
provide
scale
&
trust
When
tackling
this
brief
it
was
clear
we
needed
to
work
with
a
partner
that
delivered
a
huge
reach
to
create
awareness.
However
we
also
needed
a
trusted
medium
to
fulfil
the
objectives
around
education
and
expertise.
We
know
Newsbrands
reach
89%
of
the
UK
population
per
month
(and
94%
of
ABC1s
each
month!)
and
78%
of
people
trust
the
newspaper
site
that
they
read
most
regularly
(source:
Newsworks).
Therefore
Newsbrands
provided
the
perfect
environment
to
deliver
against
all
these
objectives.
The
Guardian
and
Observer
has
a
rich
history
in
producing
highly
engaging
content.
John
Lewis
has
partnered
with
them
previously
producing
excellent
content
for
Fashion
(AW13)
and
Cook
(AW13)
so
we
knew
the
Guardian
understood
the
John
Lewis
business
and
ways
of
working
–
a
key
requirement
to
the
success
of
any
partnership.
The
Guardian
also
perform
very
strongly
for
JL
and
are
the
only
Newsbrand
that
over
indexes
against
all
three
of
John
Lewis’
core
audience
groups.
• Everyone
wants
more
sleep!
Our
main
insight
for
the
campaign
was
that
everyone
wishes
they
got
more
sleep
and
wants
to
maximise
the
sleep
that
they
do
get.
Therefore
by
educating
people
on
the
ways
to
improve
their
sleep
and
helping
them
to
understand
their
sleep
personality,
we
could
encourage
them
to
upgrade
their
bedrooms
and
showcase
that
John
Lewis
are
an
expert
on
all
things
sleep
related.
The
Plan
• Taking
a
partnership
off
the
page
The
core
of
the
partnership
was
a
Guardian
media
first
–
a
series
of
Podcasts
to
help
achieve
a
great
sleep.
The
series,
Going,
going,
gone,
featured
original
bedtime
stories
from
writers
such
as
Will
Self
and
Chika
Unigwe,
and
an
original
score
to
help
listeners
drift
off
peacefully.
This
was
the
first
time
the
Guardian
had
created
podcasts
with
a
retail
partner!
The
Podcasts
appeared
on
the
Guardian’s
Homepage
and
thanks
to
the
Guardian’s
great
relationship
with
iTunes
they
were
also
featured
on
the
iTunes
podcasts
opening
page!
• What
kind
of
sleeper
are
you?
To
launch
the
campaign
in
print,
the
Guardian
created
an
8
page
feature
in
‘Weekend’
magazine
to
inspire
&
inform
readers
about
the
need
to
invest
in
their
bedrooms
to
benefit
their
overall
wellbeing.
This
gave
readers
an
insightful
and
comprehensive
guide
on
achieving
a
good
night’s
sleep
focussing
on
the
science
behind
sleep,
the
importance
of
sleep
for
a
healthier
lifestyle
and
wellbeing,
understanding
your
sleep
personality
and
advice
and
tips
from
experts
on
creating
that
perfect
sleep
environment.

3. This
was
followed
by
weekly
sleep
profiles
in
Weekend
Magazine,
each
week
showcasing
a
different
profile
including
the
insomniac,
the
night
owl
and
the
shift
worker.
These
were
supported
with
a
variety
of
small
sleep
tips
in
G2
magazine
across
the
8
week
campaign
period.
All
activity
was
housed
on
an
online
hub
where
we
also
ran
a
competition.
In
summary:
• 5
x
Editorially
led
podcasts
• 1
x
8
page
feature
in
Weekend
Magazine
• 5
x
Sleep
Better:
Full
page
individual
profiles
in
Weekend
Magazine
• 12
x
Sleep
tips
in
G2
(5x7)
• 1
x
Bespoke
commercial
hub
• 1
x
Competition
• 16
x
Print
promo
ads
(12x4
and
22x5)
• Digital
traffic
drivers
&
sponsored
feature
links
Total
reach
of
9.9
million!
(16.7%
of
all
adults)
Frequency:
5.81
OTS
(Source:
IPA
Touchpoints
5
Audience
not
Platforms)
Results
The
Editorially
led
podcasts
drove
over
87k
downloads.
The
hub
received
a
total
of
145k
page
views
(113k
unique
visitors)
and
the
average
time
spent
on
site
was
2¼
mins.
The
competition
drove
5,841
entries
which
is
4%
higher
than
the
labs
benchmark
The
partnership
delivered
on
all
three
of
our
key
objectives:
1. Educate
that
sleep
is
vital
to
wellbeing.
We
wanted
to
spur
customers
into
action
around
the
need
to
invest
in
their
bedrooms
to
benefit
their
wellbeing
significantly.
Guardian
Brandaid
research
showed
that
71%
of
people
agreed
that
they
found
the
content
interesting
and
63%
agreed
that
the
content
encouraged/would
encourage
them
to
find
out
more
about
the
John
Lewis
Sleep
range.
2. Drive
Awareness
of
the
breadth
of
product
areas
that
John
Lewis
offer
in
the
context
of
the
benefits
to
the
customer.
The
campaign
had
a
total
reach
of
9.9
million!
A
fifth
of
reader’s
remembered
seeing
the
content
and
consideration
of
purchasing
from
John
Lewis
rose
against
all
Sleep
products
including
Pillows,
Duvets
and
Bedroom
Furniture.

4. 3. Demonstrate
Expertise
that
John
Lewis
are
the
experts
in
‘Sleep’
and
therefore
is
the
only
place
to
go
for
these
purchases.
Brandaid
research
showed
a
21%
increase
in
people
who
agreed
that
the
John
Lewis
Sleep
department
‘give
good
advice’
(30%
pre:
38%
post)
Client
View
Gemma
Rabbini,
Home
Marketing
Manager
at
John
Lewis
was
thrilled
with
the
campaign:
“The
Sleep
campaign
was
an
important
part
of
us
starting
to
cement
our
credibility
in
Sleep
-­‐
we
really
do
sell
everything
for
people
to
get
the
perfect
night’s
sleep,
whatever
that
means
to
them
-­‐
from
candles
to
duvets,
mattresses
to
alarm
clocks
and
we
wanted
to
help
educate
and
inspire
people
to
get
their
optimal
night’s
sleep.
Working
with
the
Guardian
was
great
-­‐
we
got
to
do
things
we
haven't
done
before,
like
creating
downloadable
podcasts
and
communicating
a
bit
of
a
quirkier
view
of
sleep
generally.
The
Guardian
team
were
fab
and
understood
the
brief,
although
all
that
talk
about
sleeping,
I'm
surprised
we
got
anything
done!”