About Silentnight

Silentnight is one of the UK’s most well-known sleep brands. They produce a wide range of mattresses designed and sold nationally in both chain and independent retailers. With a philosophy of ‘sleepers before springs,’ the brand puts the person (and their sleep style) at the heart of everything, from product development to creative campaigns.

Mel is Silentnight’s Brand Manager. She told us that visuals are essential to what the company does. Whether browsing in-store or online, her team’s goal is to make sure the customer is at the heart of their brand story. And visual content is what brings that to life. 

That means that for every new product drop, there’s a lot of imagery and video content to deal with. But before Dash, the team were using SharePoint for all of their visuals. It couldn’t handle the number of assets the team needed to manage so they needed to find a better solution. 

Now Dash has become integral to how the team briefs new campaigns, manages assets and shares with their retail partners. 

When Mel joined the team they already had Dash up and running. She can’t imagine Silentnight without it. However, she knows that their previous solution—Sharepoint—made it really difficult for their team to manage content. Let’s dig into some of the challenges Microsoft SharePoint caused for them.  

The challenge 

[fs-toc-omit] SharePoint couldn’t handle Silentnight’s assets 

Silentnight deals with a huge quantity of assets. We’re talking hundreds of assets per product. The team also creates video ads for TV and social, which means their content system needs serious storage capabilities.

SharePoint simply can’t handle that much storage. Before Dash, the team were constantly being asked to reduce the space on their shared drives. Mel said: 

“Our SharePoint couldn't handle the amount of images and videos we had. It didn't have the capabilities to easily store and search for creative across teams, and it took up a lot of memory and space on the drive.”

[fs-toc-omit] Finding content in SharePoint is laborious 

The Silentnight marketing team is small but covers a lot of ground. They’ve got the brand team (where Mel sits), channel marketing (managing retail relationships), and a digital team handling D2C and media campaigns.

Every team needs to access visual content and SharePoint simply wasn't built for it. Finding the right asset meant digging through folder structures with no visual search, no easy way to share a curated set of images, and no consistent system for what lived where. As Mel puts it: 

"Digging through SharePoint folders is a laborious task.” 

[fs-toc-omit] Sharing assets is a clunky, time-consuming process

Before Dash, getting assets to the right people was far more painful than it needed to be. Every time someone needed to share creative with an agency, a PR partner or a retailer, the process was the same: 

• Dig through SharePoint to find the right files
• Download them locally
• Upload them all into WeTransfer and create a link
• Then send across.

It was slow, fiddly, and added unnecessary steps to work that should have been straightforward.

[fs-toc-omit] Tools like SharePoint can be overly-complicated 

As we mentioned, Silentnight were already using Dash when Mel joined the team in 2025. But she has seen her fair share of difficult content systems. 

“I’ve come from brands that have multiple CMS systems and I have used quite a few different ones. Sometimes they can be way over complicated with too many filters, too many tags and really hard to navigate.” 

The solution 

Thankfully, Mel and the Silentnight team found Dash. For a brand producing content at this kind of volume, they needed more than a shared drive with better storage — they needed a system that could actually keep pace with the creative machine. And that's exactly what Dash delivers.

When asked about it, Mel is unequivocal:

"It's really straightforward and easy to use."

Let's find out why. 🙌

[fs-toc-omit] Collections make it easy to share assets

Before Dash, getting assets to the right people meant downloading files, resizing them, and firing off a WeTransfer link. When you're producing hundreds of assets per product across a constantly rotating catalogue, that process doesn't just slow you down, it becomes completely unscalable. Dash's Collections cut all of that out. Mel can pull together exactly the assets she needs, share a link, and whoever needs them has instant access.

It's become one of Mel's most-used features day to day. She says:

"The one tool that I love is the collections feature. If we're working with PR agencies or briefing on magazine content, I'll just build a collection to save myself having to download the images that I want, set up a WeTransfer link and then send it to them."

At the volume Silentnight operates at, the ability to curate and share in one place is what keeps the whole creative machine moving.

[fs-toc-omit] Using past creative to inspire and brief new campaigns

For Mel and the team, a big part of their workflow is building on what’s worked before — whether that’s previous product photography, campaign creative, or styling direction.

Dash makes it easy to quickly find and pull together those references when briefing new work.

“We’ll go through historic photography, have a look at what we’ve done previously, easily find those and share those as references when we’re briefing in new photography.”

FYI, the team at dog food brand, Forthglade, also found Dash to be a better solution than SharePoint. 

[fs-toc-omit] Surfacing better results with AI search

With hundreds of assets per product and years of campaigns living in the library, finding something specific isn't always straightforward. That’s particularly so when you can't remember a file name or which folder something was saved in. And with traditional search in tools like SharePoint, you're limited to searching by what an asset is called, not what it actually contains. Your file wasn’t named consistently or descriptively? Yeah sorry, good luck finding that.

Dash's AI search and tagging changes that entirely. When assets are uploaded, Dash automatically generates tags based on what's in the image — meaning everything in the library is instantly searchable by content, even if nobody has manually tagged it. What’s more, you can also add your own custom tags to suit the needs of your business. It means Mel can search by concept and get accurate, relevant results immediately.

She told us that Dash’s AI search was a game-changer:

 "When I first turned AI search on, it was revolutionary. A lot of the team rely on it. If you can't think what something would be called or where it'd be located, you can just search by concept. I was trying to find a picture of a lorry — I knew I'd seen one somewhere but couldn't remember what folder it would be in. So when I typed ‘lorry’ into the search bar, it came straight up."

[fs-toc-omit] Only brand-approved content gets sent to retailers

When you've got 63 users across internal teams, regional account managers and external agencies — all pulling assets at pace — brand consistency can unravel fast. At Silentnight's scale, there's simply no way for the marketing team to manually check every asset before it goes out to a retailer.

Silentnight's approach is simple but effective: only approved assets go into Dash. That means anyone searching the library, regardless of how close they are to the marketing team, can trust that what they find is current, on-brand and cleared for use. The machine keeps running without the marketing team becoming a bottleneck.

This matters most for Silentnight's independent account managers, who cover regions across the UK and regularly need to share creative with bed stores and retailers. As Mel puts it, because there are "a lot of people in Dash who aren't close to marketing," having guardrails around what's visible is essential. It gives account managers the confidence to distribute assets without needing to check back with the marketing team first.

[fs-toc-omit] An easy website migration 

Silentnight is currently in the middle of a full website redesign. They’re looking at simplified navigation, clearer product ranges, and a much more intuitive path to purchase. It's a big project, and it comes with a lot of assets to organise. Collections have become central to managing the process. 

As Mel explains: 

“We've been able to build collections for all the assets that we have that need resizing that need tweaking. And we’ve got collections with ‘completed’ assets, and we just make those shareable links between the teams. So that as a feature is one of the things that I rely on most at the moment.”

Plus, because all assets live in Dash, when it comes to actually populating the new site there's no confusion about where anything is or whether it's ready to go live.

Mel’s recommendation to other brands 

Finally, we asked Mel if she’d recommend Dash to other brands. 

“100% I would recommend Dash. It mitigates all the issues of SharePoint. It’s really straightforward and easy to use and it helps us massively as a business. I would absolutely recommend it.”

If you’re struggling with the chaos of SharePoint, or spending too much time trawling through Google Drive and Dropbox, it’s time for you to get a Dash!

You can get a 14-day free trial or book a demo with our team. 

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