Nectar / Go To Bed
Nectar's 'Go To Bed' campaign empowers people to break the routine of falling asleep on the sofa, before it breaks them.
The Sofa. Bed’s worst enemy.
We are all familiar with this thing – falling asleep on the sofa in front of TV while watching Netflix or working. In Nectar's new Facebook campaign, we tried to tell the story of those a wake up in the middle of the night with their back ache, neck twisted, led hurt – walking this walk of shame to a bed they are not craving to sleep in anymore.
Data-driven screenwriting.
Content that motivates purchase.
Based on the client's and platform data, we crafted together with Saatchi & Saatchi a collage of content that is calling people from different backgrounds and specific motivations to go to bed.
Bedtime stories.
We built content that is relevant to where people actually are. As the audience tends to consume more snackable pieces of content, we made sure the story can be told on Instagram and Facebook Stories.
Optimized for conversion.
Using multiple features, we developed a funnel that allows people to get the information they most care about when purchasing a mattress – reviews, unboxing experience, benefits and so on.