For BrandAlley's Sleeptember campaign, I created copy across onsite and social channels to put the spotlight on something we could all do with a little more of: sleep.
The thinking behind the campaign was rooted in research. By digging into sleep studies, statistics and expert insights, I was able to uncover the facts that would make customers stop scrolling and take notice — from the impact poor sleep can have on productivity and wellbeing to the surprising ways rest affects our everyday lives.
The challenge was translating research-heavy information into copy that felt engaging, accessible and relevant to a retail audience. Through a mix of educational messaging and lifestyle-led storytelling, I helped turn statistics into content that encouraged customers to think differently about their sleep habits and the importance of rest.
The campaign ran alongside a selection of sleep-focused sales and offers live on the website, meaning the copy needed to strike a balance between inspiration and conversion. Alongside supporting commercial activity, the campaign gave customers a reason to engage with the category beyond the discount itself.
