Sleep Country Canada has launched a new full-funnel campaign to encourage students to get better sleep during the school year.
The campaign is being activated on digital display advertising, TV, radio, Facebook, Instagram, TikTok, YouTube, SnapChat and Spotify, Mangala Rao-D’Sa, SVP of marketing and digital at Sleep Country Canada, tells MiC. “We definitely invested greater dollars in our Q3 campaign,” Rao-D’Sa adds.
The target audience varies according to the platform. “Sleep is vital at any age and part of our success is creating awareness among all customer groups,” says Rao-D’Sa.
Digital display, Spotify, radio and TV ads target adults 35 and over who have kids still living at home, with ads focused on the importance of sleep in children. Facebook, Instagram and YouTube ads have a message that would be appealing to various ages, from school children to post-secondary students.
That post-secondary audience is the key audience for the campaign, which launched for back-to-school and targeted those leaving home for the first time and making their first mattress purchase. The campaign focuses on the role sleep plays in academic performance.
To that end, the TikTok portion of the campaign focused on students, inviting them to sing Sleep Country’s jingle and apply to win a mattress. For the same audience, Snapchat featured a filter where a bed sheet can be seen going up and down while the Sleep Country jingle plays in the back. Each ad had a different creative, according to the audience it was made for.
The broadcast ads launched in August, when more parents with younger children are making their back-to-school shopping trips. But the bulk of the campaign is digital and has been rolling out since then, aiming to attract post-secondary students who are now out of the house and may just now be realizing they need a new mattress, or how sleep impacts their academic performance.
The latest extension of the campaign launched this week, with a “Mattresship” program that is giving away free mattresses instead of school tuition. Those who would like a new mattress for the school year can apply by Oct. 5. The campaign will also see a donation of $100,000 made to the Canadian Mental Health Association to support youth for the new academic year, particularly as it relates to getting proper sleep and peer support.
Publicis Canada led on the creative concept and production, Abacus and Sophomore led on paid media and North Strategic led on PR and influencers.