Client: AXA
Sound Asleep Campaign
An award-winning creative content campaign
+85.4%
increase in organic traffic
+121%
increase in organic sessions onsite
170k
YouTube views
150
unique media links to the website
150
unique media links to the website
+31%
increase in site visibility
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.
They didn’t expect - among other things - they’d be making an AI lullaby and comparing it to one composed by a proper human composer. Just one of three creative content ideas brought to life in the Sound Asleep campaign.
Marrying search demand and media interest
Through target audience 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.
A content-led campaign
We developed 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):
This concept 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’.
Lullabies:
We examined the role lullabies have to help people drift off and identified the top 10 existing lullabies. We then fed these into two different composers.
One, a very accomplished human-being and the other with a early-stage AI music-making company - Jukedeck - who used their artificial intelligence to generate another lullaby from the same source of inspiration.
Then we pitted them against each other in the media, asking whether a robot is better than humans in composing lullabies.
Noise:
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 sent our Head of Content (and some sophisticated microphones) into the woods, down to the seaside, and to an overpass on the Westway into London to make ambient recordings of the different environments.
With the spectrum of noise, we created a tool where people could adjust the levels of white, pink and brown noise to get their perfect soundtrack to sleep.
Two years later the campaign is still driving links (and new visitors) to the site.
Watch more here…
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