Donald Trump tweets. A lot. Some are ridiculous. Some are downright dangerous. Many are tweeted in the middle of the night when he should be sleeping. It’s no surprise then that Arianna Huffington said his behavior is reflective of someone who is sleep deprived.

To help Trump sleep through the night without tweeting and lead with a cooler head, 37.5® Technology sent sets of their new bedding to the White House and Trump Tower just as he was about to take office. Thanks to active particles, the bedding is proven to better regulate your body temperature so you can comfortably sleep through the night and get a more restorative night’s rest. A letter included in the box, took a helpful tone in hopes of enticing him to give the sheets a try.

Custom Presidential Boxes were loaded with 37.5® Technology’s bedding embroidered with “For Presidential Use Only.” The box also contained a letter from the Founder of 37.5 Technology giving Trump reasons to use the sheets. The boxes were shipped so they’d arrive the Monday after his inauguration. PR outreach was executed when the boxes were shipped along with social posts sharing the images and the real tracking numbers. The box at Trump Tower was signed for upon arrival. The box shipped to the White House was held at the Fedex depot in Washington D.C. and was picked up and signed for a week later.

The “Go to Sleep Trump” campaign generated over 8.8 million earned media impressions globally. All the pieces were favorable and played back the intent of the campaign, which was to get the President to sleep more and tweet less.

The campaign also caught the attention of Arianna Huffington who recently founded ThriveGlobal.com, an editorial site and shopping platform focused on the science of sleep and sleep improving products. This lead to a new distribution channel for the 37.5® Technology bedding.

While we can’t say for sure if Trump is using the bedding, after the boxes arrived and were signed for he has tweeted 26% less, gave a congressional address some called “almost presidential,” played golf nine times (an amount that requires plenty of sleep), and reduced his travel ban by one country.