Case Study: Bensons for Beds boosts ROI and brand trust with Krow’s "Sleep is our obsession" campaign

Bensons for Beds boosts TV profit ROI 50% with Krow

Bensons for Beds, a UK bed retailer, had high brand recognition but struggled to emotionally connect with customers and stand out from competitors after a period of disruption. Their previous campaigns were informative but lacked impact and distinction. The vendor, Krow, was tasked with evolving the brand's positioning into something more compelling and characterful to rebuild trust and rally their people behind a clear purpose.

Krow developed a new brand platform, "Sleep is our obsession," to showcase Bensons for Beds' deep commitment to sleep. The campaign creatively pulled back the curtain on the unseen world of the company's sleep-obsessed experts. This strategy was rolled out across TV, YouTube, radio, paid social, and in-store channels. The results were significant, with Krow delivering a +50% year-on-year uplift in TV profit ROI, an +87% uplift in radio ROI, and a +153% increase in YouTube completed views, which successfully converted into sales and boosted employee pride.

Bensons for Beds