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%.

It’s about creating meaningful, valued engagements with people in the precise moment that matters to them and in turn connecting them to the product, service or brand that meets their need"

Steve Harding, Global CEO, New York

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