More than 800 million reach for UK-based sleep expert

James Leinhardt is a Sleep Posture Expert, and owner of pillow and mattress brand Levitex, who has spent more than 10 years working in healthcare and helping patients alleviate pain through his expertise in postural management. The brand has worked with No Brainer since its launch in 2019.

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Pieces of online coverage (over a two-week campaign)
Direct links
Million reach

The brief

To create waves in the media, positioning our client as the ‘go-to’ expert on all things sleep posture.

 In a saturated market of experts, specialists, and doctors all commenting on the nation’s sleep and health, we knew we had to think outside the box and utilise other popular channels (social media) to present James and his  unique expertise in a way that would connect with his customers.

What we did

We set out to position James as a TikTok sensation through mentions in the media.

Industry leader:

  • After working with Levitex since their launch in the latter end of 2019, we’ve been working tirelessly to promote their founder, James, as a household name in Sleep Posture, as well as elevating the pillow and mattress brand in its own right.
  • Since then, we have secured 180+ pieces of coverage with separate streams of PR activity to boost awareness of James and his pillow and mattress brand.

Research and insights:

  • With the increase in popularity of ‘social search engines’, we jumped on this with keyword strategy building and leveraging hot topics in the news for reactive quick win opportunities.
  • After helping to grow his followers and community on TikTok over a 12-month period, we deployed strategic trend-related activity to help his views explode.

Reactive pitching:

  • The sequence of TikTok videos on the ‘worst sleeping position’ gained momentum overnight and we were quick to jump on the back of this, pitching it out to media and positioning James as a ‘TikTok sensation taking the platform by storm with his expert sleep tips’.
  • At the time of pitching, less than 24 hours after the first video had been posted, it received a play time of over 19,734 hours and he gained 90,000 followers, generating the interest we had intended from the press.
  • The pitch sent to press included the commentary from James in the video so it was as easy as a ‘copy and paste’ job for journalists and it worked wonders, with more than 40 pieces of coverage in the first two weeks of outreach.

The results

  • More than 40 pieces of of online coverage
  • 29 direct links (to the Levitex TikTok)
  • The Levitex TikTok account gained more than 90,000 followers in 24 hours
  • With a video view time of more than 19,734 hours in this time period
  • National hits including Daily Mail, LADbible, Yahoo, HuffPost, The Mirror, Tyla, Express and MSN.
  • 61 Avg. domain rating across publications
  • More than 885 million reach through coverage
  • 38% referral traffic to website (largest acquisition for time period)

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