get your sleep together

Ask

Break through the “New Year, New You” clutter and demonstrate how prioritizing sleep with the help of Natrol is the key to conquering personal wellness goals in the new year.

Approach

Leveraged the seasonal insight that while almost half of all Americans make New Year’s resolutions, nearly 25% of them give up by the second week in January to build our campaign. We engaged fitness guru, acting superstar and sleep enthusiast Terry Crews as an authentic voice for a national partnership with fan-favorite fitness studio Barry’s. Through the collab, Crews participated in member engagement, sampling, earned media interviews and social content creation to elevate the Natrol brand during the New Year, New You season.

Results

• 93 earned media placements
• 2.5B earned media impressions
• 64 earned influencer social media posts
• 34.8K samples distributed