THE ASK:
Mattress Firm and its agency partner uncovered and defined a unique area of disruption: Junk Sleep. Turns out the amount of ZZZs you get is only as good as the quality of them. They wanted us to find a unique way to spread this messaging to our audience of tired parents.
THE INSIGHT:
Worries about relationships, money, work and health are keeping Americans up at night. At the same time, our culture prioritizes hyperproductivity in all of those areas.
THE SOLUTION:
If the desire to succeed is keeping Americans up at night, let's play on that need to win and gamify the need for good sleep. Enter Sleep Games, a mix of custom shot videos and memes. Our hilarious campaign went on to win a People's Voice Webby Award in the Health & Wellness category.
THE RESULTS:
18% lift in purchase intent
18% lift in recommendation intent
12% lift in brand affinity, driving significant lift for Mattress Firm.
(Source: Nielsen Content Effectiveness Study, 2022)