Client: AXA

Sound Asleep Campaign

(An award-winning campaign)

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.

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.

Person looking on the axa sleep hub content.

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’.

Voice:

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.

Sound:

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.