Save our Sleep

One in three Americans is not getting enough sleep. The stresses and strains of 21^st century life have created a a $70B industry of medicated sleep aids and an awful lot of tired people!

As leaders in the booming bedroom sector, IKEA has many years’ experience helping consumers to create and style bedrooms that create the best conditions for sweet dreams.

IKEA knows that simple changes make a big difference. A good mattress, comfy pillows and a peaceful room can help us get those all-important Zs. Our challenge was to demonstrate the power of these solutions by rescuing people from their sleep struggles.

Our research showed that medical studies and journals consistently report sleep issues in a way that makes people feel ashamed rather than providing positive support.

Lack of sleep has created an industry of sleep support supplements, white noise machines, smart phone apps and other solutions for which there is a lack of hard evidence, adding confusion to feelings of shame about an already stressful condition.

We believed that IKEA was well-placed to cut through all this unhelpful noise with alternative, affordable, drug-free aids to a peaceful night.

IKEA stepped up to Save our Sleep. Giving consumers the tools to fight stress and get a good night’s rest without breaking the bank. Continuing to grow the largest area of IKEA’s business by moving beyond bedroom furnishings into sleep solutions.

Save Our Sleep tackled a serious issue with good humor. A 360° partnership with National Geographic kicked off with a mocu-mentary video series about ‘sleep extinction’ in which a David Attenborough-style narrator tackled sleep issues like small beds, noisy neighborhoods and smartphone addiction.

We delivered sleep-inducing messages at bedtime, from a late-night collaboration with Jimmy Kimmel Live to sleep stickers created with Holler and Venmo for mobile platforms. Save Our Sleep content inspired consumers across a handpicked collection of channels, from a custom microsite and Nat Geo’s social channels, to Instagram Stories and shoppable video units with click-to-purchase.