Guerilla, Street & Viral Marketing
Influencer Marketing
Public Relations
Social Media
Unisom is the #1 doctor and pharmacist recommended OTC sleep aid in the sleep category. The sleep category has stagnated post-COVID, and consumers are embracing alternative treatments, wearables, mindfulness apps, sleep-tech companies, and more. Functional sleep messaging has been commonplace with no brand owning the conversation, and therefore no leader of the pack in a crowded market of consumer sleep aids. Unisom had the opportunity to go beyond functional benefits to break through the clutter. Our goal was to build upon and own the ‘sleep expert’ positioning and champion the magic and beauty of sleep to make the Unisom name more deeply connected to sleep and consumers. Data shows that overall, 14.5% of adults had trouble falling asleep and 17.8% of adults had trouble staying asleep (National Center for Health Statistics, National Health Interview Survey, 2020). Research also showed that there were 13.3M mentions of sleep on social media in the past 13 months, but no sleep brands were part of the conversations (Source: Talkwalker, last 13 months, and TikTok).