How Owl + Lark secured 49 published articles through product and expert PR
Owl + Lark
Circadian fitness and sleep health brand
We worked with Owl + Lark to build visibility around both its sleep products and founder Hafiz Shariff’s expertise in sleep health and circadian fitness.
Rather than relying on a single product launch story, the campaign combined product inclusion, product reviews and expert commentary. This gave journalists multiple reasons to feature the brand and helped create ongoing media opportunities across consumer, lifestyle, homes, health and national publications.
Across the campaign records reviewed for this case study, Owl + Lark secured 49 unique published media opportunities, with coverage appearing in titles including TIME, The Independent, The Sun, Evening Standard, Glamour, Country Living, Homes & Gardens, Ideal Home, TechRadar, Southern Living and Woman & Home.
The client
Owl + Lark describes itself as a circadian fitness company, creating products designed around sleep, recovery and wellbeing.
Founder Hafiz Shariff also had expertise that could be used beyond product-led stories, particularly around sleep health, sleep environments and everyday habits that can affect rest.
This gave the campaign two strong PR assets: the products themselves and the knowledge behind the business.
The challenge
Owl + Lark operated in a competitive consumer market where journalists regularly receive new bedding, mattress and sleep-product pitches.
Simply announcing the products would provide a limited window for coverage.
The opportunity was to build a broader PR campaign that could keep the business relevant after its initial launch by developing different reasons for journalists to involve the brand.
The campaign therefore focused on:
Product inclusion and reviews
Expert commentary
Sleep and wellbeing advice
Seasonal consumer stories
Homes and interiors coverage
National and lifestyle media opportunities
The strategy
We developed a campaign that combined consumer product PR with expert-led media positioning.
For product opportunities, we identified journalists covering mattresses, bedding, sleep products, bedrooms, interiors and wellbeing. This created opportunities for Owl + Lark products to be included in buying guides, product round-ups, reviews and editorial features.
At the same time, we positioned Hafiz as a source journalists could approach for practical expertise relating to sleep.
This significantly widened the potential media pool.
Instead of Owl + Lark only being relevant when a journalist was writing specifically about a mattress or bedding product, the brand could contribute to stories about sleep habits, bedroom environments, temperature, bedding materials, sleep deprivation, alarms, weighted blankets and other consumer topics.
Turning sleep expertise into media opportunities
A large part of the campaign involved finding specific questions journalists were already interested in and connecting them with Owl + Lark’s expertise.
Published topics included:
How to make a mattress firmer
The best temperature for sleep
Whether you should sleep with the bedroom door open
How to stop a mattress topper slipping
Whether antibacterial duvets are worthwhile
Brown noise and wellbeing
Why people snooze their alarms
How to survive sleep deprivation
How to look less tired
The science behind sleep tracking
How to keep a bed cool during summer
Cooling weighted blankets
Pillow protectors
Electric blankets and mattress toppers
Sleep masks
Bedding materials
These are useful examples of how expert PR can turn quite specialist knowledge into consumer-friendly editorial opportunities.
Product PR
Alongside expert commentary, Owl + Lark products appeared within product-led editorial coverage.
The campaign included stories and buying guides relating to:
Mattresses
Hybrid mattresses
Silk bedding
Cotton sheets
Weighted blankets
Comforter sets
Cooling pillows
Bedding for summer
Sleep products
Product coverage appeared across publications including Glamour, The Independent, T3, TIME Stamped, Southern Living and other consumer and specialist titles.
This combination meant the campaign was not dependent on one PR format.
49 published media opportunities
The coverage records supplied for this case study contain 49 unique published items after removing one duplicated record.
The breadth of publications is particularly strong.
Coverage included:
TIME / TIME Stamped
The Independent
The Sun
Evening Standard
Daily Express
Glamour
Country Living
Homes & Gardens
Ideal Home
TechRadar
Southern Living
Woman & Home
Woman’s Weekly
Best Life
Sleepopolis
SheFinds
The English Home
Expert Reviews
Closer
Top Santé
What’s The Best
The campaign therefore reached audiences across national news, lifestyle, homes, technology, health, wellness and consumer-product media.
Repeated media visibility
One of the more useful aspects of the campaign was not simply the number of publications, but the repeated use of Owl + Lark across relevant editorial topics.
Homes & Gardens, for example, used Owl + Lark-related expertise across several separate stories covering mattress firmness, bedroom doors, sleep temperature, mattress toppers, outdoor sleep and antibacterial duvets.
Woman & Home also featured the brand across multiple sleep and bedding topics.
This demonstrates the value of positioning a client as a useful source rather than treating every piece of PR as an isolated campaign.
Once journalists have a credible expert or brand that can contribute useful information, there can be opportunities to build repeated visibility around the same core area of authority.
Combining product visibility with authority
Owl + Lark is a good example of why consumer PR does not necessarily need to choose between promoting a product and building authority around the people behind it.
Product PR gave journalists something tangible to test, recommend or include.
Expert PR gave the company a much broader range of editorial opportunities.
Together, the two approaches helped Owl + Lark appear across stories ranging from mattress buying guides and bedding recommendations to sleep deprivation, bedroom temperature and sleep hygiene.
What Owl + Lark said
“Consistently deliver great coverage for our growing company: Not sure quite how they do it at this price. But I won’t question the magic!”
Hafiz Shariff, Owl + Lark
The outcome
The campaign built a substantial body of earned media coverage around Owl + Lark, its products and Hafiz Shariff’s sleep expertise.
Across the records reviewed for this case study, 49 unique published media opportunities were secured, spanning national, consumer, lifestyle, homes, health, technology and specialist publications.
More importantly, the campaign demonstrates how a consumer brand can create a wider and more sustainable PR proposition by combining product inclusion with useful expert commentary rather than relying entirely on product launches and reviews.
You can view Owl + Lark’s published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
The results
| Campaign | Owl + Lark |
| Sector | Sleep, wellness and consumer products |
| Published media opportunities | 49 unique items in the records reviewed |
| PR approach | Product PR + expert commentary |
| Founder/expert | Hafiz Shariff |
| Coverage period represented in the records | 2022 to 2025 |
| Selected publications | TIME, The Independent, The Sun, Evening Standard, Glamour, Country Living, Homes & Gardens, Ideal Home, TechRadar, Southern Living and Woman & Home |
| Campaign focus | Product visibility, expert positioning, media credibility and brand awareness |
Could product and expert PR help build your brand's visibility?
Fair Public Relations helps consumer brands, founders and credible experts turn products, specialist knowledge and experience into useful media opportunities. Campaigns can combine product PR, expert commentary, proactive story development, reactive journalist opportunities, founder and expert positioning and wider earned-media outreach.
Earned coverage, particular publications, backlinks and changes in third-party SEO metrics cannot be guaranteed, but every campaign is shaped around credible expertise, relevant products, genuine media opportunities and editorial value.
