Client: Zeo (Newton, MA)
Agency: Shift Communications (Boston, MA)
Campaign: Sleep Epiphanies
Duration: September 1 – December 31, 2011
Budget: About $60,000
In June 2009, Zeo launched its bedside sleep monitoring device and began educating consumers about “sleep wellness.” Zeo Sleep Manager Mobile, a new iteration that wirelessly sends sleep data tracked by a headband to a smartphone app, launched last September 26. AOR Shift Communications helped devise and execute the launch campaign.
“Sleep as a consumer product category is nascent, so there's an education component to everything we do,” explains Zeo's senior marketing and brand manager Laurel Ackerman.
Embargoed demo meetings with top-tier media and bloggers were held in Boston, New York, and San Francisco in early September to build buzz ahead of launch and two San Francisco healthcare conferences, Medicine 2.0 and Health 2.0.
Messaging drove understanding of the impact of sleep patterns and how Zeo can help. Given proximity to the holidays, giving “the gift of a good night's sleep” was also stressed.
“We focused on creative storytelling that would hook reporters and readers,” notes agency VP Catherine Allen. “We wanted them to talk about their sleep patterns because once you realize sleep impacts your overall life you want to improve it.”
Social media engagement and promotions also drove awareness.
Ongoing media outreach included national outlets covering health and lifestyle and holiday gift-giving guides. Select reporters and bloggers got test units and were encouraged to report “personal sleep epiphanies.”
A sweepstakes to win a $250 gift card from retail partner Best Buy in a random drawing was hosted on Zeo's Facebook page November 1 to 21 and promoted via myzeo.com, Twitter, media relations, and emails to Zeo's contacts database. Consumers who liked the page were entered.
A 12 Days of Fitness promotion followed to support the gift message and to engage partners in the “connected health space,” which Allen says encompasses complimentary body measurement and analysis devices. People who liked or commented on Zeo's Facebook page between December 5 and 16 could win daily prizes, including Zeo bundles and products from companies such as Fitbit, BodyMedia, and RunKeeper.
Overall sales for Q4 2011 were 10 times higher than Q4 2010. Ackerman says an “aggressive” sales target for Sleep Manager Mobile was met.
More than 250 stories ran in traditional outlets and blogs. Within two hours, a September 28 hit on tech blog Engadget drove sales equal to sales for the previous two days. A November 7 “Good Morning America” segment more than doubled average daily Web traffic. Total Web traffic numbers were unavailable due to an analytics system change.
More than 10,000 Twitter mentions were garnered between September and December. Facebook likes increased by 800.
The team is looking to expand the conversation about sleep.