SleepyCat

SleepyCat - a sleep solutions company - had been around for over seven years when they approached me with a problem. Despite being one of the most innovative brands in the space, they had low recall and awareness. We needed to create a campaign that would get people to take notice of the brand and increase consideration whenever they chose to buy a mattress. 2025 also happened to be a time when sleep was finally getting its due - as a mood stabiliser, weight loss aid, brain sharpener, and a whole lot more. So, while every other brand in the space was focusing on the functional benefits of their mattresses, we decided to pitch sleep as the sexiest tool in everyone’s arsenal. We took a dig at inane beauty trends to reposition sleep as the best and most fundamental beauty hack. Results: The campaign led to a 20% increase in organic sessions and a 13% increase in direct sessions in the month to follow. In the same period, organic revenue increased by 20% and direct revenue by 57%. Brand search volumes increased from 79K in May 2025 to 95K by mid-June (the campaign aired on May 28, 2025).