Sealy is Australia's number one mattress manufacturer. To celebrate their 60th year anniversary, Rainmaker was tasked with generating a social media campaign that would drive conversation both on and offline and grow community fan base.

The Challenge

Position Sealy as the Sleep Wellness experts, and drive conversations across consumer lifestyle media, both on and offline.

Insight & Approach

Rainmaker launched an online recruitment drive to find Sealy’s Sleep Ambassador – a unique role where one lucky person gets paid to ‘Sleep On The Job.’



Over 500 entries

Over 50 items of national and metro media coverage

Extensive support from key target audience mum bloggers

Community growth in excess of 400%

ROI: 10:1

Cumulative audience reach of over 1 million

Increased online share of voice by 20%

1 million
Cumulative audience reach