BUILDING A POSITIONING CAMPAIGN TO ASSERT THOUGHT-LEADERSHIP

Cozy bedroom featuring a wooden bed with a textured headboard, soft bedding, and decorative pillows. A woven pendant light hangs from the ceiling, illuminating the room's warm peach-colored walls adorned with dried flowers. A wooden nightstand and a round wicker basket complete the serene atmosphere.

Naturalmat is a British B Corp-certified company based in Devon, known for its beautiful mattresses and bedding made from natural, organic materials. Combining traditional craftsmanship with a commitment to environmental responsibility, the brand produces luxuriously comfortable products free from synthetics and chemicals.

A close-up image of a hand pressing down on layers of textile materials, including felt and natural fibers, showing the texture and composition of a mattress.

A cozy bedroom featuring a pink upholstered bed with an ornate yellow throw blanket, layered pillows, and a minimalist design. The walls are adorned with a distressed finish and decorative elements, creating a warm atmosphere.

Brief and approach
Our team created a campaign that would ensure the brand was recognised for its early adoption of sustainable practice and longevity as well as its commitment to British manufacturing and quality during an influx of copycat brands to the market.

Year One activity began to reshape media coverage, with in-depth profiles and comment across top-tier publications supporting higher volume product coverage. Strategic partners were established in the media and industry to connect to new customer bases and B2B audiences across the interior design community and hotel sector.

A close-up of a hand pressing down on layered materials, including gray felt, a brown natural fiber, and a soft white top layer.

Modern bedroom featuring a wooden bed with gray and green linens, a black lamp on a wooden bedside table, and a potted plant beside a large window overlooking greenery.

A cozy bedroom featuring a soft pink bedspread, decorative pillows, and a natural wreath on the wall. A wicker basket with glass decor sits on the bed, while folded linen and star-shaped decorations add a warm touch. The room has wooden flooring and dark curtains, creating an inviting atmosphere.

Close-up of a quilted cream-colored mattress with a dark border, set on a wooden bed frame with angled legs.

In Year Two, strategic activity focused on growth in the B2B sector. In the third year of the campaign, thought-leadership credentials for sustainable practice were further developed through strategic alignments with Decorex and Hoxton Hotel, and focused communications activity to support B Corp status.

Regular, impactful coverage was achieved across the leading interiors and design titles, with close commercial relationships established with the prestige and mainstream press.

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