Nectar Sleep | April Fools
In Early 2019, our team began to develop a defined brand positioning for Nectar. We solidified a tone of voice that would fully separate it among competitors, as well as within the Resident house of brands. We saw April Fools as a great opportunity to begin to live into this new positioning, and also join the cultural conversation on April Fools Day.
As the Creative Strategy Lead, I kicked off the project and brief with an internal brainstorm and we landed on the idea “What if we put honey inside the mattress”. We developed a 360 campaign including Youtube, social paid + organic, email, and a robust landing page. The campaign was extremly successful and performed beyond all internal goals, also driving revenue of over 30K for a one day campaign, driving over 400,000+ engagements.
Team Members:
Lead Designer; Anna Han
Junior Designer; Hector Alvarez
Copywriter; Katrin Frick
Video Lead; Chris Jones
Visual Director; Nico Chavez
Animation Lead; Jonathan Reynolds
Social Media; Susy Salcedo
Email Marketing; Jen Lee