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The Virgin Mattress: Worth the Wait

 

Leggett & Platt Modifying Campaign Based on Audience Feedback

 

May 21, 2010 - Esha and Liam are still getting married. They still need a new mattress. But, it’s going to take a little longer than expected.

When Leggett & Platt unveiled The Virgin Mattress, a social media campaign created to support the launch of the company’s VertiCoil™ Edge® innerspring, it hoped to get people talking in new ways about the mattress-buying experience. The debut earlier this month certainly got people talking, according to Mark Quinn, Director of Marketing for the Residential Furnishings Segment of Leggett & Platt.

“We received all kinds of feedback – positive and negative – from our employees, customers and partners,” said Quinn. “So, we’re going to take advantage of the social part of social media and incorporate the insights shared with us. We plan to share the next webisode in a few months with a modified approach to appeal to our core audiences in a less controversial way, without losing the humor of the campaign.”

The campaign targets consumers and employs social media for engagement and education.

The Virgin Mattress webisodes feature an engaged couple, Esha and Liam, searching for a new mattress for their married life together. The campaign targets consumers and employs social media for engagement and education. Both personalities will participate in conversations through Twitter and Facebook accounts operated by the Leggett & Platt communications team.

“We feel strongly that our industry needs to market directly to consumers in a way that makes them look at the mattress-buying experience in a new and more objective way,” said Quinn. “Any time you push the envelope and try something new, you’re bound to generate discussion and make mistakes. What matters is what you do with the feedback. We’ve learned some valuable lessons that will help us move the industry forward. At the same time, we’re going to continue marketing our brand in new ways while respecting our company’s long-standing values.”

The campaign website, www.TheVirginMattress.com, will be relaunched in the coming weeks with additional updates.

About Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs and produces a broad variety of engineered components and products that can be found in most homes, offices and automobiles. Leggett & Platt serves a broad suite of customers that comprise a “Who’s Who” of U.S. manufacturers and retailers. The 127-year-old company (founded 1883) is comprised of 19 business units, 19,000 employee-partners, and more than 140 facilities located in 18 countries. Leggett & Platt is North America’s leading independent manufacturer of: a) components for residential furniture and bedding; b) components for office furniture; c) drawn steel wire; d) automotive seat support and lumbar systems; e) carpet underlay; f) adjustable beds; and g) bedding industry machinery for wire forming, sewing and quilting.

For more information, please visit www.Leggett.com.

 

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