Sleeping Beauties
A designer collaboration bringing the Magic of Sleep to The Met Gala
// INSIGHT
The sleep-aid category is ruled by private labels on shelves, while one brand dominated media spend. Unisom had credibility, but needed relevance to break through. Our dreams came true when the Met Gala announced its “Sleeping Beauties” theme.
// SOLUTION
We partnered with renowned fashion designer Christian Siriano to create sleep-themed gowns to be worn by 20 model/micro influencers. On the day of the Met Gala, the models walked in a procession toward the gala, falling “asleep” along the way at various landmarks - from the NY Public LIbrary to the Plaza Fountain to Times Square.
// RESULT
Through earned & paid media, and influencers, we made a half-day activation into a social darling infiltrating conversation the week surrounding the Met Gala.
+47% aided brand awareness
423MM+ earned impressions
11.3 million reach on social