When people cannot sleep, they turn to their smart devices

Dunlopillo produces a lot of technical videos that receive little attention online – because they are just so boring.

We learned that when people cannot sleep, they turn to their smart devices, so we repurposed our technical videos as sleeping aids – by providing a whole stream of them, late at night, on Facebook.

In the morning, we re-targeted our sleep-strugglers with a follow-up post, inviting them to our stores for a better solution for sleep.

Without spending a dime on production costs, we were able to reach an impressive 65% of sleepless people with our video and boost store visits by 7%.

By addressing our shoppers' needs in a manner that talks to their mindset, we can turn an unwelcome intrusion into a moment of serendipity."

Nicki Minchin, Head of Strategy, Cape Town, @MinchinNicki

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