Piglet in Bed crafts natural, high-quality linen bedding and home essentials that celebrate lived-in luxury. In a saturated lifestyle market full of generic product placements, the goal was to elevate the brand from "another bedding shop" to a recognised trendsetter in interior design.
We did this through proactive trend spotting and newsjacking: identifying emerging micro-trends like the "Fisherman Aesthetic" early, translating the abstract vibe into shoppable home decor, and pitching expert commentary + "Get the Look" features to secure high-authority editorial coverage.
The result: features in top publications (DA 90+ like MSN, Yahoo Style, The Standard, Daily Mail), do-follow links, affiliate placements, and a repeatable methodology that positioned Piglet in Bed as an authority on evolving interior trends.
The brief: moving beyond product placement
The challenge
Piglet in Bed produces timeless, natural bedding in a crowded home/lifestyle space dominated by mass-market players. Seasonal gift guides and basic product drops weren't cutting through, the brand needed deeper editorial features that showcased it as a leader in interior trends, not just a retailer.
The approach
Shift to "newsjacking": Spot emerging internet micro-trends before they peak, then position Piglet in Bed as the authoritative, shoppable source for bringing that aesthetic into the home.
Spotting the 'Fisherman Aesthetic
The "Fisherman Aesthetic" emerged as a coastal-rustic hybrid: think sardine art, weathered nautical motifs, crisp stripes, merino wool textures, and calming sea-inspired neutrals, blending practicality with nostalgia for seaside living.
While fashion media covered fisherman-inspired clothing, the interior/home side remained underserved, creating an opportunity to own the conversation in lifestyle and design outlets.
Key visual cues:
The Angle: From Abstract Trend to Shoppable Home Decor
We bridged the gap between vague online buzz and tangible styling:
This proactive strategy made pitching frictionless for journalists while driving direct traffic and brand authority.
Gaining Media Attention Through Newsjacking
Secured proactive placements with expert quotes and product features:
These high-credibility features elevated Piglet in Bed's reputation and generated direct site visits.
The Halo Effect: A Repeatable Methodology
The approach proved scalable across multiple trends:
This built a consistent pipeline of earned media and authority.
Campaign Results by the Numbers
These wins contributed to stronger domain authority, referral traffic, and positioned Piglet in Bed as a go-to for trend-led interiors.
The Strategist: Marisa Douglas
With over four years in PR, content, and social, I specialise in culture-focused campaigns for lifestyle brands, turning emerging trends into measurable media and growth opportunities.
Key strengths demonstrated here:
Past results include generating 31M+ organic views and +45% website traffic uplift through viral social and earned media strategies.
This Piglet in Bed campaign exemplifies how early trend spotting + strategic storytelling can create lasting brand authority in competitive spaces.