Throwback Thursday: A Cause-Driven Campaign… No Early Hours or Heavy Lifting Required

Back in 2008, we had the pleasure of helping the gang from North Carolina mattress retailer Fred’s Beds coordinate a clever, on-brand sponsorship of the Susan G. Komen for the Cure NC Triangle Race for the Cure.

I dug this piece of in-store signage out of our archives recently and couldn’t wait to share it. (Of course, the first place I shared it was via text message to my favorite bedding industry princess, Lisa Stansbury Humphrey!)

Race for the Cure is a long-established, high-visibility fundraising event nationwide, especially in the Triangle area. The Stansbury family, touched by breast cancer themselves, were eager to participate as supporting sponsors, but it didn’t make sense to haul heavy, bulky mattresses out to the race site for a pop-up promotional event. Our solution? Encouraging participants to “Sleep-In for the Cure”! Committed to finding the cures, not everyone could make it out to race day (or wants to rise and shine that early). However, online fundraising is accessible to everyone, and this promotional placement made both dollars and sense. Fred’s Beds placed signage in their stores highlighting their financial commitment added from each in-store during the fundraising period. They also noted the promotion in paid advertisements running during the same time window.

We loved being part of this win-win-win campaign, and thank Fred’s Beds for trusting us with this fun and rewarding giveback campaign. 🎗

• Category: Advertising