Brief
Help Aussies ditch the doom scroll and actually get some sleep.
Help Aussies ditch the doom scroll and actually get some sleep.
Approach
We built a bedtime rebellion – turning the nation’s worst habit into our biggest opportunity. We hijacked late-night feeds with cheeky scroll-stopping content that caught people red-handed at 12:47 a.m. and told them exactly what they needed to hear: Go the Swisse to Sleep.
We built a bedtime rebellion – turning the nation’s worst habit into our biggest opportunity. We hijacked late-night feeds with cheeky scroll-stopping content that caught people red-handed at 12:47 a.m. and told them exactly what they needed to hear: Go the Swisse to Sleep.
Mediums
Social, OOH, radio, digital, shopper, PR.
Social, OOH, radio, digital, shopper, PR.
Result
80% paid reach among 25–35s, 44% sales uplift, and products selling out within a week — proof that even doom-scrollers can be converted before bed.
80% paid reach among 25–35s, 44% sales uplift, and products selling out within a week — proof that even doom-scrollers can be converted before bed.
