Swisspers® wanted an awareness campaign that would keep their Sleep Naked message in the spotlight and continue sales of the low-involvement product Swisspers cotton rounds.
In the second year of the Sleep Naked campaign, we pitted blonde and brunette celebrities for a literal Face-Off (Emily Maynard, blonde and Danielle Jonas, brunette). Fans pledged via a microsite to Sleep Naked, or remove their makeup with their favorite celeb, with five influential beauty bloggers amplifying these efforts through posts and giveaways. The blogger program resulted in 3.4 million impressions.
On National Sleep Naked Night Danielle Jonas was declared the winner and conducted an Instagram Q&A with her fans. Bloggers hosted the all-night party, offering beauty advice, conducting additional giveaways and continuing to educate participants and spread the campaign message. The party resulted in #Swisspers and #SleepNaked national trending status, and over 2,000 tweets using both hashtags or mentions of the campaign. Total Sleep Naked Night Twitter Party impressions were over 28 million.
The campaign resulted in a total of 94,158,820 impressions – a leap over the 2012 campaign.