Pandemic-induced stress and anxiety and the need for better immunity and rest has made sleep even more precious. As a brand that has pioneered sleep solutions for over five decades, Sleepwell understood the anxieties and stress being faced by people , the brand sparked conversations around the importance of eight hours of sound, comfortable and hygienic sleep. The campaign promoted the ABCs of healthy sleep— . The initiatives resulted in increasing Sleepwell's , by reaching 760 million people via traditional media, 599K people via social (Twitter, Instagram, YouTube and LinkedIn) and YouTube subscription jumped by 15%. The brand's conscious effort convinced 2X more consumers than the previous year on the need to replace their old mattress with a new one.