RNN got under the covers with DFI Beds

Going for Growth

At a time when physical retail was closed, the savvy management team at DFI Beds spotted the opportunity to transform their business into a major player and bed brand in Ireland. They made the strategic decision to seriously invest in their brand with the goal of becoming Ireland’s number one bed retailer and so RNN got under the covers with DFI Beds.

Having identified the obstacles that could restrict further growth, the company set itself three key objectives to achieve

  1. Establish the credibility and increase awareness of the DFI Beds brand among consumers in the Ireland and Northern Ireland,
  2. Increase revenue generated from online sales through PPC (Pay Per Click) advertising
  3. Improve the SEO ranking of its website

What did we do?

We developed a phased digital strategy that would initially deliver on online brand building, aligning the brand with influencers to escalate awareness of the company whilst restrictions were still in place. This would help our client to achieve its first objective, repositioning DFI Beds from a value retailer to a trusted Irish bed brand through a quality, consistent and engaging content marketing strategy, designed to deliver credibility, trust and awareness, and to expand DFI’s reach and to ultimately grow sales and deliver greater margin.

Phase two of the digital strategy saw the introduction of RNN’s associates, a PPC specialist - and Organic Search Specialist which would help the brand with achieving its remaining objectives.

This integrated, digital-first approach worked! Our client’s sales sky-rocketed. Year on year sales doubled. The campaign continues.  

 Our work was named as UK finalist at the PRCA Digital Awards 2021 and WINNER of the PRCA DARE Awards, Best Integrated Campaign 2021.