Reactive Heatwave Campaign
ROLE
Content & editorial owner.
CHANNELS I WORKED ON
Website, blog, organic social, paid social.
2024
2.6
Return in investment
+204%
Week on week sales
97k+
Opportunity to engage
The Challenge
A sudden UK heatwave created a real customer pain point: poor sleep in hot, humid conditions. Competitors responded with aggressive discounting, making it difficult to stand out on price alone.
The Opportunity
To respond quickly with educational, trust-building content that positioned the product as a solution, not just an offer.
Content-first positioning
Educational blog content (“Sleeping in the heat”) used to support promotional messaging across channels.
Weather-reactive timing
Campaign launched in direct response to live weather conditions, maximising relevance and urgency.
Channel coordination
Blog, social, and paid all reinforced a single message: breathable, natural bedding for better summer sleep.
My role & ownership
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Planned and owned editorial and blog content
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Created paid video assets and authored paid ad copy
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Adapted messaging for email and organic social
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Aligned educational content with promotional activity
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Supported wider channel execution with content assets
Overall
This campaign highlights my ability to react quickly to real-world conditions, use content to solve customer problems, and support commercial performance through editorial-led strategy.