Why is this work relevant for Social & Influencer?

We used people's insomnia to launch a sleep tonic in real time. We asked people what was keeping them awake. The most ridiculous responses were written, recorded and produced into lullabies in 48 hours before being sent back to help the insomniac get a good night's sleep.

Background

No Ugly are a range of New Zealand wellness tonics with ‘No Ugly’ Ingredients. No Ugly Sleep contains all natural ingredients including Magnesium, Tart Cherry and Passionflower to help insomniacs get a good night’s sleep. While they were popular in New Zealand, they were launching in Australia without a major supermarket distributor. They needed to raise awareness of the benefits of No Ugly Sleep and convert that into sales using the only channel they had - social.

Describe the creative idea (30% of vote)

We used what keeps people awake to help get them to sleep. From break up texts to worrying about work to noisy neighbours, people can’t get to sleep for all sorts of reasons. So, we asked Australians what was keeping them awake. Their responses were turned into tranquil lullabies in real time. Within 48 hours our team of writers, producers, and musicians wrote, produced and recorded over forty bespoke lullabies. These personalised lullabies were sent back to insomniacs to help them get a good night’s sleep, and give them a laugh.

Describe the strategy (20% of vote)

The reasons we can't get to sleep are varied to say the least. Sometimes it's the state of the world (hello COVID). Sometimes it's work (like judging award shows!). Other times it's relationships. Whatever it is, it's intensely frustrating lying in bed trying to get to sleep while these worries keep us up. And when we're up, we inevitably grab our phones and start to scroll social media. That was the perfect time and place to ask people what was keeping them awake through Instagram. After we received their responses, in the early hours of the morning, we wrote and recorded their lullabies (the irony is not lost on us!). The next day, when they were still tired from the night before, we DM'd them their lullaby, and a solution to their insomnia. No Ugly Sleep.

Describe the execution (20% of vote)

The campaign ran for forty eight hours in the lead up to World Sleep Day on Mach 21, 2021. For those 48 hours our team sat in a studio, writing, recording and producing people's lullabies. We received some extraordinary (and downright funny) responses as to what was keeping people awake at night. From backpackers parties, to mum doing late night vacumming to shagging neighbours, nothing was off limits. To increase the reach of the campaign, we incentivised insomniacs with a chance to win a case of No Ugly Sleep if they shared their lullaby and tagged us in their post. Almost everyone did.

List the results (30% of vote)

We used people's insomnia to successfully launch a sleep tonic in Australia. It achieved a 56% engagement rate and a 720% increase in sales. Off the back of the campaign, No Ugly also secured a distribution deal with a major Australian supermarket. Most importantly, it's helping insomniacs everywhere enjoy a good night's sleep.