Blanky

Everyone can sleep well.

Challenge

Support Blanky in launching a new brand and product on the Iberian market through strong and credible communication, in order to gain the desired notoriety and awareness.

Blanky was created in 2020, as the first brand of weighted blankets to be sold on the mass market on the Iberian market, accessible to the general consumer. The major challenge at the time was to launch this new brand (and what was an unknown product for most people) in Portugal and Spain. We had two main objectives in this over a period of four months:

- Generate awareness of Blanky as a product with proven benefits for improving sleep quality.

- Position the brand as a specialist in the area of sleep.

We focused on positioning Blanky and its innovative product as a natural and effective health solution for improving sleep quality. To do so, our Brand PR included:

- The development of a creative concept that reflected one of the brand’s key aims: to democratize sleep. Not only is sleeping for everyone, sleeping well is for everyone has thus become the brand's slogan, present in all its communication channels, whether online or offline.

- A media relations strategy, not only to communicate the launch of the brand on the Iberian market, but also to announce the fact that the brand is made in Portugal.

- Position the brand as a specialist in the area of sleep, through a partnership with medical spokespersons with credibility in this area: neuropsychologist Margarida Mendes (Portugal) and Jana Fernández (Spain), who actively participated in the media content.

- Encourage the media and influencers to experience the new product, in order to increase the brand's credibility and generate real reviews about the effectiveness of the weighted blanket. To do so, press kits were sent to strategic media outlets in Portugal and in Spain on Stress Awareness Day.

Impact.

Around 60 impacts in the Portuguese and Spanish media, which contributed to increasing the awareness of the Blanky brand, as reflected in an average of more than 14M people reached. The four best news items generated 6,350 visits to the site in Portugal and 2,500 in Spain and more than 20,000 euros in sales.

"LLYC was key to the triumph of Blanky's launch in Portugal in 2020. An essential part of our success comes from working with the right people; and with LLYC we knew from the start that the team working with us provided a guarantee of commitment and quality. It was a pleasure to see your adaptability and response to the different challenges that we proposed, as well as the final results of our project. Thank you for everything."

Pedro Caseiro
Blanky Marketing and Sales Director

Challenges.

Related cases

L'Oreal Professionel
L'Oreal Professionel
Case
IDEAS
22 Jul 2021

The first six months of Joe Biden: strategy, communicatio...

When Joe Biden became President of the United States six months ago, he entered the position amidst two major complicating factors, first being the COVID-19 pandemic. The sec...
13 Jul 2021

How to reverse or mitigate reputation crises in digital c...

In the third and penultimate article of the “Resilience” series, we address the challenge of tackling reputation crises in a high pressure, high transparency, and visceral n environment. of...
7 Jul 2021

Course in seduction for traditional banks

Spanish banks are emerging from the pandemic with the twin challenge of the digital transformation and ultra-low interest rates. Their traditional model ceased to be profitable a long time...
30 Jun 2021

How to Anticipate Reputational Risk in ESG

The world’s rapid progress in COVID-19 vaccination is leading to a strong recovery in both consumer and investor expectations (for example, the IBEX 35 index has risen 13% in...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?