Make it happen Nanu, the world’s first personalised pillow brand, challenged Brazen to amplify its Valentine’s Day promotional offer with a campaign to position nanu (and the gift of a good night’s sleep) as the dream present for Valentine’s Day, with a clear goal – drive brand awareness and sales.
What we did To bring to life the personalisation element and captilise on the trend for personalised products, Brazen devised a strategic influencer programme to create engaging content around the brand.
Authenticity is key in delivering successful influencer campaigns, so using Brazen’s Ranking Index, we targeted three mega influencers who would each appreciate a good night’s sleep for different reasons – whether first time mums, parents of multiple children or health and fitness enthusiasts.
The chosen celebrities – Sam Faiers, Louise Thompson and Cara Delahoyde – all appealed to our 18-35 year old audience and had strong Instagram followings, making it the perfect platform for the partnerships.
Each of the influencers would order themselves and their partners a personalised pillow, giving them the gift of sleep for Valentine’s Day.
Through a blend of stories and in feed posts, our influencer partners were invited to try out the nanu pillow creation process end to end and document their journey from online order and personalisation through to the morning after their first sleep with a nanu.
Snackable video content, chopped into frames for Insta stories, captured them inputting ‘vital stats’ such as weight and height on nanu’s website. Then once the pillow arrived, the influencers gave feedback from their beds after a good night’s sleep.
The strategically planned Instagram campaign saw content land every day in the weeks leading up to 14 February allowing us to flood the network for maximum exposure.
The content was also edited and shared across the nanu social channels to maximise reach and engagement.
Measurement of success was key with ‘swipe up to shop’ and promo codes implemented to track web traffic and sales.
Most successful single piece of activity across all channels during campaign period 1.6m reach via 9 social posts
25K+ visits to website
6K direct swipe up clicks
Over 750 orders
Sales up 291%
1K new Instagram followers in a week