Drowsy Akoya Pearl Sleep Mask Bridal Mailer Launch

white sleep mask held in hands

The brief

Adding to their extensive range of cult favourite Silk Sleep Masks, Drowsy Sleep Co. launched their Akoya Pearl Silk Sleep Mask. Designed with wedding season in mind, the Akoya Pearl exudes class and elegance in its stunning white hue.

Flipside were tasked with orchestrating an exclusive press mailer to celebrate the launch.

Campaign Strategy & Outcomes:

  • Created a luxury mailer themed around wedding season and brides and grooms-to-be.
  • We specifically reached out to engaged journalists, as well as those who contribute to specialised wedding publications or cover topics related to weddings.
  • Each box, delivered to their home, contained a beautiful bridal bouquet alongside a frosted, vanilla sponge wedding cake and the Akoya Pearl Silk Sleep Mask. Depending on the journalist, the cake would be decorated with one of three slogans: “Wedding Szn”, “Bride-to-Be”, and “Groom-to-Be”.
  • The mailer garnered terrific social coverage, with a total reach of 119,396.
  • Journalists such as Georgia Trodd (Glamour), Isla Huffadine (Eliza), and Izzie Deibe (Daily Mail), were amongst those who took to social media to show themselves tucking into their afternoon treat and enjoying their Drowsy delivery.

In conclusion

The success of the mailer has once again demonstrated the widespread appeal of the brand and their adeptness at diversifying their product line beyond their typical consumer base and into the lucrative wedding market.