Making India Sleep Well
Pandemic-induced stress and anxiety and the need for better immunity and rest has made sleep even more precious. As a brand that has pioneered sleep solutions for over five decades, Sleepwell understood the anxieties and stress being faced by people and took the charge of ensuring that the nation sleeps well. Through its integrated campaign Making India Sleep Well, the brand sparked conversations around the importance of eight hours of sound, comfortable and hygienic sleep.
In a recent survey by Philips, 55% of Indians think they sleep well, yet they are unable to complete their optimum level of sleep. The survey highlights concern around the ignorance of the importance of sleep and sleep disorders. Sleepwell wanted to communicate with its consumers directly and encourage them to sleep better and stay healthy, especially during the pandemic, where mattresses were no longer restricted to sleeping. To achieve this, a three-pronged approach was opted. The campaign promoted the ABCs of healthy sleep— Awareness – Importance of Sleep, Building Consumer Experience and Community Support.
Getting it done
To deliver on its three-forked approach, the brand took multiple initiatives like launching #StaySafeWithSleepwell campaign and an influencer campaign to promote their Neem Fresche technology, Sleepwell@home – a unique shopping-from-home experience and also stood by the community by donating 10,000 bedding units to quarantine centres.
The brand’s conscious effort convinced 2X more consumers than the previous year on the need to replace their old mattress with a new one.
The initiatives resulted in increasing Sleepwell’s revenue by 30% in a year. The campaign reached 760 million people via traditional media, 599K people via social media and YouTube subscription jumped by 15%.
SABRE Asia Pacific 2021