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Exploring Leggett & Platt's Creative Marketing Strategy

June 27, 2023 3 min read

2010 seems like a distant memory now, but for those who were there, you'll remember it as the year Leggett & Platt decided to step off the beaten path and venture into the realm of creative marketing. In a time when brands were just starting to explore social media's potential, the bedding industry mainstay didn't just dip its toes into the digital marketing world; it dived in head-first.

The Mattress Virgin

Back then, they introduced a comedic web series as part of a social media campaign to engage with consumers in a novel way. Dubbed "The Virgin Mattress," the series presented a quirky, fictional universe revolving around a struggling family-run mattress store. It was charming, amusing, and refreshing—a distinct departure from the traditional advertisements consumers were used to.

Social media was just starting to flex its muscles back in 2010, with brands gradually discovering its potential for reaching out to consumers in more personal, engaging ways. Leggett & Platt, always a trailblazer, decided to dive right in, harnessing the burgeoning power of the Internet and social media to connect with their audience through the comedic web series.

In those early days of online content marketing, what Leggett & Platt did was novel. It wasn't a mattress ad; it was a comedy series centered around the world of mattresses. By wrapping their product within an entertaining storyline, they created a connection between consumers and their brand. The series was humorous, relatable, and gave consumers a fun insight into the bedding industry. It was product placement without the hard sell - a subtle yet impactful marketing strategy.

The series wasn't a massive hit, per se, but it was a commendable beginning and a truly inventive idea for the time. It sparked conversations, increased brand visibility, and made people look at mattresses (and the industry as a whole) in a new light. The narrative approach was a gentle nudge to consumers, subtly emphasizing the role of a good mattress in achieving quality sleep and a fulfilling life.

Fast forward to today, and the once-buzzing appeal of "The Virgin Mattress" has naturally ebbed with time. The series may no longer generate the same level of excitement or conversations it initially did. But it remains an enduring symbol of Leggett & Platt's commitment to trying new things, to standing out in a crowd, and to making their mark in the ever-evolving world of marketing.

We can appreciate how truly innovative this campaign was. The landscape of marketing and advertising has significantly changed, with content marketing and storytelling becoming key strategies for brands to connect with consumers. We see brands creating podcasts, YouTube channels, and even Netflix-style series to engage audiences. In this context, Leggett & Platt's early foray into this kind of creative marketing seems prophetic.

Even in retrospect, their innovative approach to marketing during the early days of social media deserves recognition. It marked a turning point, not just for Leggett & Platt, but also for the industry, setting the tone for more interactive and narrative-driven marketing strategies.

In the grand scheme of things, the influence of Leggett & Platt's creative endeavor reaches beyond mere marketing tactics. It underscores their commitment to understanding and connecting with consumers in meaningful ways, and their readiness to adapt to changing trends and consumer behaviors.

The series also serves as a fun reminder of the company's commitment to providing a good night's sleep with its VertiCoil Edge innerspring system, an innovation that truly revolutionized the industry. Even though mattress technologies have continued to evolve, the basic principle remains the same - to provide comfortable, supportive sleep, and Leggett & Platt's VertiCoil Edge still remains a gold standard in innerspring systems.

While "The Virgin Mattress" may be remembered as a modest starting point, it is a testament to Leggett & Platt's adventurous spirit and willingness to push boundaries. As we look back, it serves as a nostalgic nod to a time when digital marketing was still blossoming and brands like Leggett & Platt were leading the charge with their trailblazing ideas.