BOOSTING NOW’S BRAND ENGAGEMENT WITH A SERIES OF SLEEP STORIES

The head scratcher

How could we help NOW showcase its range of content and new brand identity in a highly competitive sector?

The idea

Our consumer research revealed that our post-pandemic audience was struggling with sleeplessness more than ever before and turning to their TV for escapism and comfort. 

To help, we brought the excitement of the small screen to Brits’ dreams with sleep stories video content inspired by NOW TV and films’ most iconic landscapes. Voiced by iconic actor Sheridan Smith and with the Sleep Charity’s ‘sleepy’ stamp of approval, the stories took inspiration from landscapes in Game of Thrones, Riviera, A Discovery of Witches, The Secret Garden and Premier League footy. And then we seeded our soporific stories to our media contacts and via a owned, organic and paid for social media campaign.

Results 

• 98 pieces of coverage including 20 nationals

• 93% of coverage included NOW in headline or first paragraph

• 7 quality BBC broadcast hits

 • 20,000 streams