Discover the game-changing move that propelled Dreams to create 60% more content at lower costs.
Established in 1985, Dreams are the UK’s most loved bed retailer – backed by Tempur Sealy and led by CEO Jonathan Hirst. Headquartered at their ‘Bedquarters’ in High Wycombe, they have around 2,300 colleagues across the UK, and sell around 14,000 mattresses, bases and headboards per week to customers nationwide through their store network of 208 sites and online.
Dreams sell gorgeous beds and needed aspirational imagery to better reflect the brand as well as inspire and delight consumers. CGI and digital image production allows Dreams to create the same, if not better, quality imagery with flexible, trend-led styling. It’s also future proof - allowing content to be reused, reconfigured and amplified across all of Dreams’ marketing channels (on and offline).
Thanks to the partnership and tech-first approach, Dreams was able to reduce production costs by 20% year-on-year, whilst delivering over 60% more content too! The results were incredible for everyone involved and customers were able to access more visuals than ever before, helping them in their purchase journeys.
Speaking of CCW’s work, Simon Moore, Director of Marketing & Media at Dreams, said:
We produce over 4,000 images per year, and needed a new approach. Logistics to physically shoot are not easy with big beds, transporting from one location to the next, but with Creative Content Works the solution was significantly more cost efficient. Additionally, it provided agility and the ability to produce multiple looks with ease.”
Creative Content Works worked with Dreams to completely switch the company’s product imagery from traditional photography to digital-first production using CGI.
James McVitie, Managing Director at CCW, said:
Our team’s expertise has grown over the years, to a point where we are no longer purely offering digital production services. By developing new technologies, we are now able to help clients to reach their desired goals, at a fraction of the cost of traditional methods. Due to this new in-house approach, we decided the time was right to rebrand as Creative Content Works, to highlight our new, tech-first service offering.”
CCW helps some of the UK's largest retail and consumer brands to close the gap between digital and physical experience, while also reducing cost and carbon footprint. As part of the new offering, CCW uses pioneering 3D technology to create a digital twin of any product, giving brands the potential to deliver content to any channel. CCW’s revenue increased by 300% to over £4m at the start of 2022. This exponential growth is forecast to continue, with a focus on breaking through the £10m barrier in 2023.
James added: “Our growth over the past three years comes down to the dedication of the team to innovate and disrupt industry norms. Throughout the pandemic we have helped clients to connect the digital and physical shopping experience, to keep conversion high during times of uncertainty, when in-store purchases weren’t always possible.”