With Optrex’s Eye Mask, there’s not a lot else you want to do other than sit back and relax.

Yet we spotted an opportunity to enhance the experience, as well as reach a different and wider audience: music.

People already relax to music, it has its own genre of rain sounds and whale noises! So we put a twist on relaxation music, and went to the stressful environments you might wear the masks – long haul flights, your office etc. – sampled, recorded, and remixed those sounds into five 10 minute tracks.

We also created a film of the recording process on Youtube, with annotated links to the tracks, which can be downloaded from Soundcloud as well.

The result was the ultimate relaxation experience for you eyes and ear, transporting you to Cloud 9.

The 2 minute video was displayed on YouTube (Trueview) for 4 weeks, from 26th September to 24th October 2016.

It was unweighted to a female audience, aged 20 to 39 yo.

Whilst the online video was a reach tool for us, our ultimate aim was to get people listening to the playlists whilst using the eyemask. Therefore at the end of the video, we made it easy for viewers to click through the Boots website to buy the mask and listen to each of the 5 different Cloud 9 tracks.

Our film reached 4 million, introducing the Optrex brand to a new wellbeing audience for the first time. Our playlists became great partner tools to enjoy alongside the mask, with 20,000 listens to date.

Our recordings video was also picked up by numerous publications including The Telegraph, Huffington Post, Sunday Mirror and David Reviews helping spread our Eye Mask message.