Summary
Duroflex revives melodies that lulled a generation gone by to sleep by introducing lullabies in a new digital avatar in the voice of India's most celebrated singers. Pass on this beautiful oral tradition that you were keeping to yourself and rediscover the beauty of sleeping to a melody.
Challenge
Duroflex, as India's sleep coach, wanted to completely own World Sleep Day for 2021 in a clutter-breaking manner by generating one-of-a-kind branded content. As per our consumer research, the pandemic had caused a huge shift in everyone's sleep habits. The disruption in sleep routine was more prevalent among young parents or parents-to-be, followed by millennials. We took a content route derived from the consumer insights to launch a disruptive campaign exploring music as a sleep aid with India's first sleep music IP & series on lullabies - Duroflex Sounds of Sleep.
Objective
1. To own World Sleep Day, Duroflex wanted to reach young parents and millennials with relatable sleep aids reacquainting them to forgotten lullabies. 2. Duroflex also wanted to revive lullabies which have conventionally been an oral tradition by curating them for a digital world.
Strategy
- Duroflex Sounds of Sleep used YouTube as the dissemination platform due to its massive reach ( 450 M active users a month). - Recognized actor and new mother, Kalki Koechlin was picked as the host due to her credibility and popularity for often humming lullabies for her child. - For music production and distribution, the brand collaborated with Sony Music, a leading music platform in the country. - India's top 6 singers- Monali Thakur, Shalmali Kholgade, Chinmayi Sripada, Shilpa Rao, Sanah Moidutty and Geetha Madhuri recreated lullabies in six traditional Indian languages for the 6 episode series. - Collaboration with 13+ parents influencers to leverage social media and reach out to the relevant audiences and raise awareness about music as a sleep aid. - Platform strategy included tying up with top parenting platforms like First Cry and Momspresso to reach out to campaign TG.
Data
A New York Times study suggests that babies love lullabies, regardless of what culture the songs come from, what language they are sung in, or even who sings them. It is also equally beneficial for parents who sing them and with India having such a rich tradition of lullabies, it was imperative for the brand to explore a creative route to revive this universally popular genre of music for digital natives. Link to the study: https://www.nytimes.com/2020/10/28/well/family/baby-song-lullaby-relaxation-sleep-parenting.html
Solution
We started with the ambition of reviving the lost art of lullabies for the new generation in a country that abounds in lullabies through oral tradition. So, for the first season, we decided to use familiarity and nostalgia to catch the audience's attention to an interesting and scientific sleep aid. - Both the artist and the lullaby in each language were selected based on popularity in that region. - To reach our TG, we chose the music experts with an immense digital presence (Sony Music) and the largest digital content consumption platform – YouTube. - Even the format of the show was kept simple and effective to garner interest. For amplification, we chose millennial parents who use social media to talk about their kids and parenting and collaborated with them to talk about music as a sleep aid for their kids and the science behind it. Thus every choice made was to reintroduce lullabies we are familiar with in a digitally convenient manner and give the millennials a way and reason to disconnect from the screen and experience an effective sleep aid.
Results
1. 22.7 Million combined YouTube Views for all episodes 2. 5 Million Combined reach of all influencers used 3. 6.75 cr. PR coverage 4. Brand trended on Twitter for the first time on World Sleep Day 2021 5. Around 70 k interaction through influencers
