Unjunk Your Sleep
Reimagining sleep as the ultimate wellness activity for a digital generation.
Project Overview
The Brief
Sleep.com needed to develop a panel of Sleep Advisors to lend authority and credibility to the sleep-centric editorial produced by the brand.
Our job was to architect a program and panel of experts on all things sleep, and turn that panel into easy-to-digest content. It would need to be social. It would need to be digital. It would need to be interactive. And it would require just the right names and looks to help integrate into their brand overhaul.
Our Approach
We assembled a multi-disciplined team of sleep experts and creatives to launch The Sleep Team and kickoff a months long campaign of original content, resources and activations to enhance the profile of Sleep.com and change the conversation around sleep as we engaged a younger audience across digital and social platforms.
From strategy to live action and web development, we build a multi-pronged campaign, giving a platform to a number of Sleep Advisors to tell their unique, personal stories about sleep and drive the conversation on sleep as a lifestyle. Not only did we need to tie into the larger Mattress Firm "Junk Sleep" campaign, but also help define the new look of the Sleep.com brand, striking a delicate balance between what currently existed and what was to come.
Results
Turns out, millions are actively thinking about how they can improve their sleep, and it shows in the numbers.
We produced nearly 400 pieces of content resulting in over 100 million impressions and over 100 press pickups. Videos we at over a 70% engagement rate, resulting in a 360% social channel growth throughout the campaign.
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