: Over 30% of our leads come from social media: Priyanka Salot, The Sleep Company #IndiaNEWS #Indian Social Media With healthy sleeping at its heart, The Sleep Company claims to invest 100% of its media

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Over 30% of our leads come from social media: Priyanka Salot, The Sleep Company #IndiaNEWS #Indian Social Media
With healthy sleeping at its heart, The Sleep Company claims to invest 100% of its media budget on digital. We parse through the D2C brands social media strategy with insights from Priyanka Salot.



With a fast-paced life, a healthy, complete sleep routine has not only become a luxury but also extremely vital to handle high-pressure situations in a stressful life. To aid people to solve this problem while claiming to revolutionize sleeping through a stress-free sleep, The Sleep Company came into being in 2019. As the D2C brand brings newer technologies to enhance the customer experience with a focus on holistic health, its social media marketing becomes more pivotal for audience engagement, generating leads to final conversions and more.



As the company attempts to expand every quarter, they have also brought Anil Kapoor as the face of its campaigns to reach a broader set of audiences. Keeping social media at the heart of everything they do, we attempt to understand the Sleep Company social media strategy with the help of inputs from Priyanka Salot, Founder, The Sleep Company, and the brand’s social presence.



The Evergreen Anil Kapoor Connect



It is known that people buy many products but mattresses come as the last option in their shopping list. However, the brand shares that people spend 26 years of their lives sleeping on a mattress, and its time to take it seriously and invest in it. This gave birth to its latest campaign starring Anil Kapoor. Salot explains, “This was the intent of the campaign – to let people rethink mattresses and make their lives more comfortable. �

















Speaking about the evergreen Anil Kapoor connect, Salot shared how the actor embodies the values of the brand since the company aims to combine science and smart grid technology with fun and quirk. “With Anil Kapoor, we have been able to reach a much broader set of the audience while making them aware about our smart-grid technology. Further, the brand association is delivering higher conversions for the brand. She added that the actor has used the patented product and is user-first.



The ‘Digital’ Media Mix



Being a D2C brand calls for a significant focus on the digital media strategy. Salot points, “100% of our media spends are on digital platforms. �



The digital media strategy for the brand revolves around driving awareness and educating more Indians, especially smart shoppers about The Sleep Company. Today, the digital media mix for the brand includes Facebook, Instagram, YouTube, and Google.



Highlighting Google as an essential discovery platform for the brand, she says, “We have a healthy mix on D2C channels including marketplaces such as Amazon marketplaces and social media platforms.

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