Sleep or Die

A profanity-friendly sleep brand making dissolvable sleep strips, with an unhinged voice and a community of self-declared zombies.

Welcome to the Strip Club... of sleep.

The Brief: Turn a small, profanity-friendly sleep brand into a social presence people actually talk about.
Insight: Sleep is a low-interest category, but non-followers reward cheeky real-life moments, scroll-stopping carousels, and pop culture with a brand twist.
Idea: Position the product as "the strip club of sleep" and build a voice and recurring social moments around it, from in-store stunts to audience-sourced humour to trends made our own.
Result: In under nine weeks, followers grew from roughly 18k to 22.3k, biweekly views rose 2.3x, non-follower share of views climbed from 64% to 81.5%, and reach grew 2.6x.

Ideate and strategize creative marketing campaigns including the launch of their newest product coming this October.
Managed a monthly content calendar focusing on two brand instagram accounts. Reporting with bi-weekly analytics and staying on top of community management daily.
Producing creative, cheeky video content that pushes audiences to engage and build brand awareness. This includes Instagram reels & carousels, Meta Ads and TikToks

Video Content • Organic Reels & Meta Ads

Social Moments That Hit The Mark

No. 1 We’ve been sleeping around…

The idea: We took the product out of the feed and into the world, placing it in big-name stores. We led with a scroll-stopper, "We've been sleeping around," a cheeky double meaning that sounds exactly like the brand and makes a retail presence feel like a dare, not a distribution update.

The loop: We closed with an ask, inviting viewers to tag which brand-aligned store we should hit next. It turned the audience into scouts and gave the community a say in what came next.

The result: 15.3K views and 48 comments, our best all-around post of the period as a growing brand. Its comment count was more than double the previous review's top post (23), and it was still our second-best performer in the following period.

No. 2 Will strip for good sleep…

The idea: "Will strip for good sleep" is a pun on the product itself, since our sleep strips are what the joke is about. We put the line on a hand-lettered sign and took it to the street, playing the classic sign-holder for laughs. The red lettering and the styling matched the brand colours, so the joke was recognisable as ours before anyone read the caption.

The reaction: The comments did the talking. One commenter said they bought the product because the "brand marketing is exquisite end to end." Another creative brand called the campaigns "genius" and "so refreshing." Even passersby loved it, taking photos from the street.

The result: 15.4K views, 54 sends, 24 comments and 4 reposts. It was named the best all-around post in our September 1-15 review, in a window where overall views hit their highest level yet.

No. 3 Kinda chic trend… but make it hot!

The idea: The "kinda chic" trend was everywhere, so we flipped it to "kinda hot" and turned each line into a brand aligned stance. It let the trend serve our point of view instead of the other way round.

The world: We built the visual to match. With a moody, red-toned still life of cherries, glassware and stacks of product, and the sleep strip packs as the hero, which gave it a cultural hook beyond the sleep category.

The result: 17.3K views, 66 sends, 29 comments and 8 reposts. Sends are the strongest signal here, because people forward a post like this privately to friends, which is how it reaches non-followers.