Even pre-pandemic, Slumberdown, the bedding manufacturer, was fighting revenue and share declines, and losing ground to its bigger rival, Silentnight. It needed to grow brand awareness, increase trade distribution, and build its online audience. When COVID-19 happened, Slumberdown prioritised establishing online distribution and re-building its brand awareness to increase share and sales. Focusing spend on social and PR, creative set out to nudge receptive audiences to buy and to build retailer confidence in the brand. Data showed search volumes for Slumberdown grew by 33%, both sales and share rose ahead of the market and competition, and the brand increased its retailer distribution