Brooklinen Launches “Best. Sheets. Ever” Campaign
As fall approaches, a cozy atmosphere often leads to more time spent in bed, which inspired Brooklinen’s new direct-to-consumer campaign that debuted on August 27. Titled “Best. Sheets. Ever,” the campaign debuted with a 30-second hero spot showcasing four celebrities in various relatable scenarios while comfortably in bed.
The Celebrities and Content
The campaign features:
- Robby Hoffman: Engaging in virtual therapy
- Ben Marshall: Playfully avoiding social plans
- Alana Haim: Waking up leisurely
- Mikal Bridges: Taking a phone interview
These vignettes will be rolled out through various formats, including 15- and 30-second cutdowns, across linear TV, connected TV, YouTube, and social platforms. Brooklinen aims to connect this campaign with significant events like the season premiere of “SNL” on September 26 and the NBA season’s start on October 20.
Strategic Shift
“Best. Sheets. Ever” builds on last year’s “Best in Bed” campaign that rejuvenated the brand’s messaging. Brooklinen CMO Laura Jacobs noted that the company differentiates itself by portraying the bedroom as a lively space, contrary to competitors focusing solely on aesthetics or tranquility. The ads aim to resonate with consumers through humor, showcasing everyday activities in bed.
In-House Creativity
Brooklinen opted for an in-house approach after consulting various agencies, collaborating with award-winning director Barbara Anastacio to create the campaign. Jacobs emphasized the importance of a diverse cast to resonate with a broad audience, reflecting the brand’s commitment to authenticity and cultural relevance.
Engaging Content
The campaign goes beyond simple promotion, using a mix of behind-the-scenes content, like moments of celebrities folding sheets, to maintain engagement. Jacobs highlighted that the goal is to guide potential customers through the marketing funnel by explaining not just what to love about the product, but why.
With early indicators of success, Brooklinen’s fresh approach to highlighting its product expertise through celebrity partnerships showcases a bold step in engaging consumers during cozy seasons.
