AVOCADO GREEN MATTRESS
MEDIA CAMPAIGN: IT’S THE THOUGHT THAT COUNTS
Organic mattress and bedding brand, Avocado Green Mattress commissioned a consumer study and earned media campaign around the topic of gift-giving during the holiday season.
Data-driven Media Campaign
We worked with Avocado Green Mattress to learn more about Americans’ attitudes to holiday gift giving, and what factors influence their gift-buying decisions.
Our research and editorial team created an online poll and gathered opinions from 2,000 American adults who planned to exchange holiday gifts. The results formed the basis of a survey-led news story, ready for digital and broadcast media to publish and air. Our in-house design team also created illustrative graphics and an animated video from the research findings.
The resulting story angle focused on how Americans really feel about gift giving, with a headline stat that six in 10 Americans worry about being “out-gifted” this holiday season:
Our research found 62% were trying to be the best gifter in their family — and the biggest competition? Mom, according to 24% of those polled.
For 59%, gift giving is a friendly competition in their family, and respondents rate their own skills quite highly; 20% said they’re the best gift giver, coming in second after mom.
Respondents prefer giving gifts, rather than receiving them (31% vs. 19%) — though 44% did say they enjoy both equally.
When it comes to friendly gifting, 58% said sustainable gifts give them an edge over the competition, and 42% have begun to care more about purchasing eco-friendly gifts over the past few years.
Respondents were asked what factors are most likely to influence their gift-buying decisions. 43% said how much the recipient will like the gift, 39% said the cost of the gift, a third said it was important that the gift is coming from an eco-conscious business (36%), or from a small or local business (35%).
“In the age of climate change, it’s imperative we all do our part to limit the environmental impact of our individual choices,” said Avocado Green co-founder and chief marketing officer Mark Abrials. “Collectively, being more intentional about our holiday gifts can have a big positive impact.”
Results
The client-approved news copy and graphics were distributed to the media during the month of November, reaching a wide audience via broadcast and digital coverage.
The survey was a name-checked talking point on the TODAY Show, 3rd Hour of TODAY, and was also covered across high-ranking news and consumer sites. A total of 9.43 million estimated coverage views on sites with an average Domain Authority (DA) of 76, with backlinks from eleven digital articles to the brand’s website.
Coverage Highlights
Interested in conducting research and creating unique stories and content for your brand or client? Our survey-led news stories deliver extensive earned media coverage, with guaranteed results. Let’s talk.