The Campaign

Boredcast are Technical boring videos repurposed as Sleep aid that drove people to our stores. Every night, at late hours, we targeted sleepless people scrolling through Facebook with our boring technical videos with a clear message : If you cannot sleep, try watching these boring videos. The next morning, those who watched our videos were retargeted with another post in the morning, with a direct response mechanism, directing them to Dunlopillo stores.

Creative Execution

We took our existing technical videos (without producing anything new) and we used Facebook sponsored posts that appeared specifically from 12am to 5am to target those who couldn’t sleep. Each post had a clear call to action to get sleepless to watch the videos. The next morning, we used retargeted Facebook Sponsored post, to target people who watched our videos the night before, to drive them to our stores.

Describe the success of the promotion with both client and consumer including some quantifiable results

65% of sleepless people targeted watched our videos every night. This created 7% traffic to Dunlopillo stores.

Explain why the method of promotion was most relevant to the product or service

It’s a Social Activation that created interactions with the brand by using existing social content at the right time and place, and drive traffic to our stores.

For 70% of sleepless people, smartphones is the first thing they look at when they wake up. Facebook is also the most used app in the country. Facebook and late at night were the right place and moment to talk to our target. To get their attention, we targeted them with something that would help them find sleep.