Sleepwell is a melatonin supplement brand that helps people achieve deep, quality sleep. However, years 2020 and 2021 saw the rise of revenge bedtime procrastination. Many young people deprioritized sleep in exchange for more hours of free time late at night--definitely a challenge for growing the sleep-aid brand.

Sleepwell wanted people to know the importance of quality sleep, and by so doing promote itself.

Introducing Facebook Live Sleep.

Sleepwell cast one of the Philippines' most popular influencers and went on Facebook Live...just to show her sleep.

The stunt was launched on March 18, World Sleep Day. For 9 hours and 25 minutes, people watched her sleep soundly, with the help of Sleepwell.

'Facebook Live Sleep' was a most unexpected product demonstration that talked to people who were having trouble sleeping at night.

Sleepwell wanted to appeal to a generation that’s usually awake late at night and encourage them to sleep.

To do so, the brand employed humor and did something so absurd, no other sleeping supplement brand has ever done it: live stream sleep.

The brand went live on Facebook, the top social media platform in the Philippines, to stream someone sleeping soundly with the help of Sleepwell.

With the stunt, the brand was able to connect with young people spending late nights on their screens and show that quality sleep is worth their while.

The brand partnered with Pipay--one of the Philippines’ most popular influencers...only to make her sleep.

Two days before World Sleep Day, Pipay created an event page on Facebook and invited her followers to watch her do so.

At around 11:25 pm of World Sleep Day, Pipay went live to sleep for 9 hours and 25 minutes. She tossed, turned, and snored as people watched the stream and engaged all night long.

The brand achieved a 65.45% sales increase after the activation.

Those wide awake engaged. The viewer count never dropped to zero throughout the night. People raved about it on other channels.

Achievements:

*5.77M total views

*229.4K total engagements across Facebook, TikTok, and Twitter

*1.52M views

*118.4K engagements on Facebook Live

The stunt was featured by publications. People saw that sleep is worth their while.

To do this, all the brand did was make their social influencer sleep.