About this project
AXA PPP Healthcare - ‘Sound Asleep’ Digital PR Campaign
The campaign that keeps on giving.
The problem:
AXA PPP Healthcare was in search of a content-led, hero campaign to support and amplify its always-on approach to SEO via digital PR. The brand was well known for its authority on mental health, and they wanted to build on this - but in an area that they hadn’t covered before to make it distinctive and fresh.
The Solution:
We started by looking at the needs of our audience and married this with search demand and media interest.
Through social listening, Google Trends analysis and auditing the media discourse we identified that we’re a nation desperate for a better night’s sleep. Queries like ‘how to sleep’ and ‘how to get to sleep’ and the use of sleep related hashtags were peaking in the early hours of the morning, showing that people were turning to the internet to help them get some shut eye.
What we did:
We developed a content-led campaign SOUND ASLEEP with three distinctive sleep stories which we hosted on a new Sleep Hub on the AXA PPP Healthcare website. Each story was original, designed using new technologies or new applications, to generate engaging, shareable content to drive links and traffic to AXA PPP Healthcare’s site and ultimately uplift sales conversions.
ASMR (Autonomous Sensory Meridian Response) was still relatively unknown to the masses but its reputation as a sleep technique was building. We approached renowned YouTuber WhispersRed to produce a bespoke audioscape called ‘Get to sleep using ASMR’.
2. We examined the role lullabies have to help people drift off and identified the top 10 existing lullabies. We then created two different versions: one composed by a human and one created entirely through artificial intelligence, and pitted them against each other asking whether a robot is better than humans in composing lullabies
3. Our third story looked at the power of different sound frequencies in sleep and relaxation. White noise was already a thing, but pink, brown, violet and grey noise weren’t as well known. We took ambient recordings of different environments - a beach, busy road and a forest - and created a tool where people could adjust the levels of white, pink and brown noise to get their perfect soundtrack to sleep.
The results:
We achieved 111 links on 90 unique domains, 114 million coverage views and an 85.4% increase in organic traffic to the AXA PPP Healthcare website. Over two years later the Sleep Hub content still delivers links and brings visitors to the site, showing the value of producing evergreen content that people are consistently searching for.
