Bed manufacturer Silentnight has announced the launch of its new 2016/17 marketing campaign ‘My Sleep Secret’, focussing on genuine customer reviews and celebrates Silentnight’s secret to waking up and feeling refreshed after a great night’s sleep.

The multi-channel campaign will incorporate online and off-line advertising, PR and social media, targeting the company’s core audience from new mums to families.

The creative assets each feature a real customer quote, sourced from hundreds of online product reviews made by genuine users. This creative route was chosen following market research that confirmed consumers find it reassuring to see real reviews for a product.

Nick Booth, Marketing Director at Silentnight said: “This campaign brings to life all of the little stories and insights we hear from customers about how we have helped them improve their sleep.

“This isn’t just us saying our products are great; it’s genuine customers talking about how they have benefited from our products, making it all the more compelling.”