To promote the initiative we treated it like a film release, not an ad campaign.
We created a tumblr site with 140 pieces of content including memes, gifs, behind the scenes clips and more.
To launch the campaign we held a film premiere with a Q & A session hosted by sleep activist Arianna Huffington and enticed influencers to attend the premiere with a one-of-a-kind invite.
Additionally, high impact takeovers across Yahoo and Tumblr extended reach, as did integrations with Jimmy Kimmel Live! and Amazon. We sparked conversation by engaging social influencers to create custom videos, distributed through their channels and natively through Tumblr and Yahoo. We gained coverage in The Huffington Post, CNBC.com and Medium.com and the film earned an Emmy Nomination.