Over 4,000 Kiwis apply to be Briscoes’ Luxury Bed Sheet Tester in latest campaign via DARKHORSE

Leading brand experience, PR and social agency DARKHORSE has kick started its relationship with iconic retailer Briscoe Group with a campaign that’s got people talking – and sleeping!

To highlight Briscoes’ Hotel At Home luxury Manchester line, DARKHORSE concepted and executed a nationwide search to find New Zealand’s first ever Luxury Bed Sheet Tester – a role that came with a $10,000 salary and more than $3,000 worth of Hotel At Home bedding. A strategic earned media campaign amplified the search, directing hopeful candidates to both Seek and Briscoes’ career page to apply.

With more than 28 pieces of media coverage and over $403,000 in estimated PR value, what followed was more than 4,000 Kiwis applying for the dream job. For comparison, on average, job listings on SEEK New Zealand receive around 25 to 30 applications per job ad.

After diving into the applications of hopefuls who threw their hats into the ring, Kaukapakapa’s Lacey Taylor was awarded the dream job and created bespoke social content for Briscoes following her win.

Says Isabel Campbell, general manager – customer, Briscoe Group: “We loved kicking o a relationship with DARKHORSE with this exciting campaign; it was exciting to see the power of earned media as New Zealanders far and wide shared their bed creds.

“This campaign created mass buzz and awareness across broadcast, print, online, podcasts, socials and more, all while highlighting Briscoes’ incredible Hotel at Home range.”

The Hotel At Home range includes items for the bedroom, bathroom and living areas and is currently available at Briscoes stores nationwide.