Brand Voice, website copy & Content Creation
Communicating comfort - brand voice & messaging for UK bed retailer.
57.7% increase in online sales
105.6% increase in online revenue
67% increase in avg. order value
Opera established its name as a trusted manufacturer of premium adjustable beds and mattresses in the care sector.
But they were ready to grow and diversify into the luxury home furnishings market, while still honouring their roots as experts in care.
The challenge.
Repositioning from care sector experts to an aspirational lifestyle brand.
The long-established family brand needed support to evolve its identity from clinical to aspirational, seeking to speak to a new audience without losing the trust of current customers.
On top of this, we also faced the challenge of communicating the lifestyle-enhancing benefits of a complex, technical product.
We believe that every time someone engages with Opera, they should feel at ease, supported, and comfortable, just like they are in an Opera bed.
Our solution.
Collaborating with the creative agency Mattix Design, we worked with Opera to uncover the root of their story, which centred around blending care and comfort with lifestyle, dignity, and independence.
We then crafted a fresh brand tone of voice that brought warmth, ease and approachability to every customer touchpoint - digital and physical.
With the new brand messaging nailed, we created digital ad copy, website content and benefits-led product copy that focused on what Opera enables for the customer - mobility, independence and ease.
Matt Wildbore, Director at Mattix Design:
“Bloom is a great partner for Mattix - Courtney’s talents in copywriting, content strategy and creation are a great attribute for our design agency and our clients”
Enhancing lifes, delivering comfort.
Our impact.
Creating consistency and trust at every stage of the customer journey
We supported Opera in rolling out the new tone of voice and brand messaging.
A “how we write” style guide and a digital playbook with copy and straplines that could be reused and repurposed across multiple brand platforms was created and delivered.
We also kick-started the news and blog section on the new website with a blend of community-driven and SEO-focused content.
Opera had everything they needed to create consistency and trust at every stage of the customer journey.
Key stats.
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The total money made from online sales more than doubled.
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A sharp rise in the number of beds and accessories sold through the Opera website.
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Customers are selecting higher-spec products, increasing the value of each individual sale.
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Shoppers are adding more to their basket - from mattresses to delivery options - leading to significantly higher order totals.
Jed Lant, Business Development at Opera Beds:
