Social Media Communications For Schlaraffia – Content Campaign for World Sleep Day

Margarita Kozakiewicz
Margarita Kozakiewicz

Following a comprehensive pitch, which Uhura won in January, Uhura is taking over Schlaraffia's social media marketing in the DACH region. A comprehensive data-supported target group analysis and content needs as well as the resulting strategy options and campaign ideas convinced the Schlaraffia marketing team.

"After only a short time we see ourselves convinced and are not only satisfied with the breath of fresh air for our marketing but also with the quality of support provided by Uhura" says Tino Goerke from Schlaraffia Marketing about the first cooperation with Uhura.

Uhura is designing and implementing a content and social media marketing campaign for the bed and mattress manufacturer to mark World Sleep Day on 20 March 2020. World Sleep Day - launched in 2008 by the World Association for Sleep Medicine (WASM) - aims to raise awareness of the benefits of good, healthy sleep. With the Schlaraffia Sleep Quiz, customers can test their knowledge on the topic of"healthy sleep" and expand their knowledge starting on 9 March.


Woman looking at the Schlaraffia Quiz for World Sleep Day on a laptop.

The quiz contains 20 questions on the topic of sleep and sleep disorders as well as Schlaraffia products which the Uhura content team has selected from studies and specialist articles and prepared for the sleep quiz. Users can easily answer the questions using the Tinder mechanism - swipe to the left or right. The sleep quiz is accompanied by further content on Facebook and Instagram, such as surveys, facts and blog articles.


Top prizes await all participants: the main prize is the Romeo boxspring bed, followed in second place by two exclusive GELTEX 200 TFK mattresses. The third-place winner can look forward to a comfortable GELTEX topper. The campaign will also be accompanied at the POS by selected retail partners with the Schlaraffia advisor days and great goodie bags.

Man with cell phone in hand looking at the Schlaraffia quiz on World Sleep Day.


"Our Schlaraffia Sleep Quiz for World Sleep Day is just one of many other campaigns in our anniversary year. With our quiz, we deliberately rely on the effective linking of online and offline by addressing and entertaining consumers digitally in order to subsequently activate them to visit the stationary trade. This not only pays off for the Schlaraffia brand but also for customer frequency in the retail trade" says Tino Goerke, Schlaraffia Marketing Manager.


About Schlaraffia:

Schlaraffia is the traditional brand in the sleep segment. The trademark of the Bochum-based company: an innovative 360° product portfolio of beds, mattresses, slatted frames and pillows that offers everyone a sleep solution that fits down to the last detail. Through the interplay of innovation, technology and experience, the long-established company has been offering products that meet the highest comfort demands and have a decisive influence on the bed market for 111 years. This is also reflected in numerous studies, representative consumer surveys and independent awards in recent years. Among other things, Schlaraffia has received awards for its innovations and patents, functional designs, customer satisfaction, reliable price-performance guarantee and transparency. With sustainability concepts such as "Mission Pure" and the goal of a true circular economy in the German bed industry, Schlaraffia once again underlines its pioneering role and is working intensively on innovative solutions in this area.


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