Get Your Sleep Together

Get Your Sleep Together

SNAPSHOT

While almost half of all Americans make New Year’s resolutions, nearly 25% of them give up by the second week in January. Why? Because they haven’t gotten their sleep together! 

Recognizing this challenge, leading sleep supplement brand Natrol joined forces with high-profile global fitness studio Barry’s as a sponsor of its annual Find Your Strength Challenge to empower individuals to prioritize their sleep and conquer their goals. Natrol teamed up with fitness, acting superstar and sleep enthusiast, Terry Crews, to bring a voice to the campaign kick off and engaged TikTok star Dr. Jess Andrade to bring her expert lens and insights to express the restorative power of sleep.

Media coverage, influencer engagement and product sampling exceeded all KPIs and was the brand’s most successful PR campaign to date.

THE 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 a seasonal insight – while almost half of all Americans make New Year’s resolutions, nearly 25% of them give up by the second week in January – as the foundation for the NYNY campaign and 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

Drive authentic conversation and earned media placements through media, social and consumer sampling to showcase the connection between getting quality sleep and being able to conquer tomorrow.

  • Media Attention: Earned coverage addressed the challenges and need for sleep to help consumers conquer their goals, big or small, generated 1,500 placements and nearly 2.8B recorded impressions
  • Influencer Buzz: Leaned into the fitness conversation, connecting with fitfluencers in person and through branded mailers to drive more than 60 social media posts and 94MM impressions
  • Consumer Engagement: Barry’s classes and sampling. Distributed 34,800 sample packs with many studio locations running out of samples mid-way through the program