Duroflex’s ‘Sound of Sleep’ campaign ideated by Sunny Side Up crosses 23mn views on Youtube

Duroflex, a sleep solution brand recently launched its campaign ‘Sounds of Sleep,’ conceptualized and ideated by Sunny Side Up. The campaign curated a collection of popular regional lullabies and was launched on World Sleep Day in March 2021.

Co-produced by Lodestar UM Studios and Sony Music, the campaign has crossed over 23 million views on YouTube in less than three months while delivering earned media worth over 1 Million USD for the brand.

The digital campaign featuring prominent singers bringing some of the most loved lullabies was very well received by the viewers.

The campaign has received a reach of over 5 million through influencers, while the brand trended for the very first time on World Sleep Day. Popular internet parents generated over 70K interactions and their followers and fans loved it.

Out of the 22.7 Million YouTube views and those millions more on other social media platforms, over 50% of the views involved parents of young children between ages 1 and 5 years.

The response to the campaign encouraged the brand to take this to the next level. In the next phase of the campaign, content creators will be involved to keep the property alive.

Smita Murarka, Chief Marketing Officer, Duroflex, shares, “As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new-age millennial parents. The messages and comments by these parents are really heart-warming to see. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.”

Anand Krishnan, Founder, and Partner, Sunny Side Up, says, “Duroflex as a brand has always stood for good sleep and health for all Indians. With Sounds of Sleep, we intend to revive an old Indian tradition and create pride in our unique regional heritage. We believe that lullabies are a string that connects the mother, her child, and decades of nostalgia. With Sounds of Sleep, we wanted to give the core audience content that will help reinforce our brand within the minds of our audiences in an interesting and innovative content format that they could consume anytime, anywhere.”

Rohit Chopra, Co-Founder, Sunny Side Up, says, “The idea came about, keeping in mind the 28-35 years old young parents who step into parenthood and are always online to look for tips and best practices. We were also looking to target the grandparents who would find it easier to introduce their children to these lullabies. The fact that over 50% of the attention that the campaign has received comes from this is a testimony that our efforts were in the right direction.”

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.