The central idea
The right voice can introduce a product to an entirely new audience.
Context.
Eight Sleep had established a premium identity through its connections to professional athletes and high-profile personalities. But the product's relevance extended beyond elite performance.
Sleep, recovery, fitness, and overall well-being offered opportunities to reach audiences who could connect with the technology in different ways.
Strategic move.
We developed a creator partnership approach centered on credibility and subject-matter expertise. Rather than simply recruiting large influencers, we identified voices whose knowledge and content could naturally connect Eight Sleep to new audiences.
How we worked.
- Identified creators across neuroscience, health education, mental health, fitness, and lifestyle.
- Prioritized subject-matter relevance and audience fit over follower counts alone.
- Coordinated partnerships with creators who could introduce different perspectives on sleep and recovery.
- Expanded the range of voices participating in the brand's creator initiative.
The Impact.
- Broadened creator participation beyond traditional celebrity and athlete partnerships.
- Brought new subject-matter perspectives into the brand's creator content.
- Established an approach to creator selection centered on credibility and audience relevance.
Maximize Your Return On Creators.
Let's Talk Creators
Tell us about your brand and your creator program.