CHALLENGE

eveSleep wanted to drive traffic to its website.  The goal was to sell its existing stock of mattresses (ahead of the launch of its new mattress range that summer).

HOLY INSIGHT

Analysing search data we discovered that the term ‘cuddle positions’ gets 1.8K searches per month.

Valentine’s day was around the corner and we knew the media and Brits would lap up any story about relationships!

SM-ALL POWERFUL IDEA

Our sleeping position can have a major impact on our romantic relationships. We delved under Britain’s bedsheets to discover more.

We launched a survey asking couples to reveal their sleeping habits and analysed the results to see what it revealed about their relationship.

Working with psychologist Jo Hemmings we used the findings to produce the Snuggle-Sutra Report.  The findings highlighted the ten most popular positions where body contact is at its peak.  These were compared to those where there was less contact:  back-to-back, spooners, pet block (pets coming between the couple), selfish caterpillar (one person is cocooned in the duvet), face-to-face (cuddling nose to nose), bear huggers, starfish, cliffhanger (one person dominating the space), loners (those who never touch) and even couples who top and tail.

We launched with a bank of visuals illustrating different cuddle positions along with a landing page on the eveSleep website which hosted the report.