How do you use sponsorship to support families with their sleep routines, and inspire the next generation to dream big?
When you’re the Official Sleep Partner to Team GB and ParalympicsGB, you use your unique position to create a series of very special bedtime story content.
We had centred our sponsorship campaign on the power of sleep, something our athletes agreed was vital to their sporting performance – 98% of them told us so in a survey. But surveys aren’t much fun for a young family audience, so we needed some storytelling magic to engage them.
We collaborated with four of our ambassadors – Jade Jones, Laura Kenny, Ali Jawad and Jordanne Whiley – to tell their inspirational stories of Olympic and Paralympic achievements, and show how sleep helped their dreams come true.
Narrated by the voice of Dreams Joanna Page and our ambassadors themselves, our audio stories went live across Spotify, while the beautifully animated films of each tale were released on YouTube, and we printed 50,000 books for families to collect for free from Dreams stores across the country.
After the Games we took our stories on tour, with our ambassadors visiting local schools encouraging children to sleep well and dream big, just like their heroes.
Our content proved very popular among our target audience, with 1.7m social impressions on our animations and 5,000 fans entering our prize draw to win a set of signed books, while affinity for Dreams amongst those aware of the campaign reached 74%.