The day our pillows went viral.

Issue
86% of our guests agree that they’ve had a good night’s sleep in our hotels – largely down to our beds and bedding that offer otherworldly comfort. But what most people don’t know is that you can recreate a dreamy sleep at a Premier Inn hotel with your own Premier Inn bed, duvet and pillows at home.

Insight
Premier Inn is the UK’s number-one hotel brand. Going from strength to strength, you’ll find over 80,000 rooms across the length and breadth of the UK. With our amazing growth, our audience has naturally become more diverse. As a recognised, trusted brand, we’ve been able to increase our visibility through endorsements and non-traditional media channels. Like social media. When influencers with a loyal following sing our praises, people listen up and take note.

Idea
We wanted to ensure our media strategy had social media at the very heart of the plan. In turn, enabling us to tap into the power of the influencer market and their younger, experience-seeking, media-savvy followers. So, we came up with an idea… 

Introducing, the power of #TikTokMadeMeBuyIt.

The #TikTokMadeMeBuyIt movement surrounds sharing videos of proud, new purchases on TikTok. One influential user got on board with this trend by showcasing her haul of comfy Premier Inn pillows. The video went viral and, at the time of writing this, has 96,000 views and more than 5,000 likes.

TikTokBirmingham LiveThe SunThe IndependentWoman & Home

Impact
By going viral on TikTok, the sales of our pillows skyrocketed by a whopping 400%.