More than 800 million reach for UK-based sleep expert

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.