2. OTC sleep aids are growing,
$787 million
by 2019
2012 2013 2014 2015 2016 2017 2018 2019 2020
100
200
300
400
500
600
700
800
900
1,000
Simply Sleep’s share is not.
2
3. Simply Sleep is being outspent over a 1000:1
Total National Media Spend, 2014
$$$(000)
SIMPLY SLEEP ALTERIL MIDNITE UNISOM VICKS ZZZQUIL
$60 $597 $1,663 $4,874 $70,093
3
4. Sleeplessness affects 70 million Americans,
But only half of them treat.
SUFFERERS OF SLEEPLESSNESS
NON-TREATER
FEMALE
SELFLESS
CAREGIVER
4
5. Target Audience
Selfless Caregivers:
Who are they?
• F35-54, report getting less sleep than F18-34
• 1-6 hours of sleep a night (4hr on avg.)
• More likely to treat then men
• Working professionals, College Educated,
HHI 75K+
• Typically married with children, ages 6-17
Why aren’t they treating?
• Sleeplessness is largely due to concerns
related to children
• Sleep isn’t a priority, put everyone else
before themselves
• Sacrifice “me time” to handle daily
responsibilities and duties
Source: Mintel, www.bettersleep.org; 2014 GfK MRI Doublebase/Prizm
5
6. Selfless Caregivers
Selfish moments get them through the day,
A good night’s sleep should be one of them!
Source: PGeveryday.com, “25 ‘Bad’ Mom Confessions—
Because You’re Not the Only One With Secrets”
“When my husband is home,
I often pretend to use the
bathroom while he watches
the kids. I just sit on the
edge of the tub and read
magazines.”
-Carrie N.
“My kids bathe daily,
sometimes twice a day. But
only because they are quiet
and don’t ask me to play
with them while they’re in
there, Bathe away girls!”
-Claire L.
6
8. Our Mission
Put the “oxygen mask” on
yourself first in order to
effectively take care of others.
Selfless Caregivers need
to believe they deserve to
Sleep Selfishly with the help
of Simply Sleep.
8
9. Get through your day however you can,
We’ll get you through the night.
#sleepselfishly
9
10. Ecosystem Elements
ECOSYSTEM ELEMENTS
PAID OWNED EARNED
Digital Banners
• PopSugar ROS banners
• Digital Ad Networks
Blogger Influencer
Network
• Native posts through
PopSugar’s network to promote
“Mom Moments”content
• Native content to promote
“Sweet Dreams Sweepstakes”
Tumblr
•“Mom Moments”
• Instagram videos
• Photo/image posts
• Animated GIFs
• User generated content
• Opportunity to share your
“Mom Moments
• Host PopSugar blogger
influencer posts
•“Sweet Dream Sweepstakes”
entry guidelines info
Tylenol.com
•“Mom Moments”on
website homepage
•“Sweet Dream
Sweepstakes”promoted
on website homepage
PR
• Outdoor installation for“Sweet
Dream Sweepstakes”
• Press releases for“Sweet
Dream Sweepstakes”
Facebook, Twitter,
Instagram
•“Mom Moments”organic
posts
• Promoted blogger
influencer posts
• organic promotion
•“Sweet Dream Sweepstakes”
entry information and cross
promotion
Pinterest
• Entry hub for“Sweet Dream
Sweepstakes”
In-Store Beacon
Technology
• inMarket geo-targeting for
“Treat Yourself”
In-Game Rewards
•“Next Level Mom”in app
rewards through Kiip network
Promoted Social Posts
• Facebook promoted
• Twitter promoted
•“Mom Moments”content
Sponsored Online Radio
• Spotify free listening
• Sponsorships
10
12. Defining Success
Increase awareness of Simply Sleep
with non-treaters by 15%
Encourage trial of Simply Sleep by converting 3%
of the total non-treater market
12
14. santa? it’s
stacey’s mom.
but It IS bedtime, see?
Get through your day however you can,
we’ll get you through the night.
Get through your day however you can,
we’ll get you through the night.
Get through your day however you can,
we’ll get you through the night.
Get through your day however you can,
we’ll get you through the night.
14
17. Mom Moments
REALTIME MOMENTSCURRENT EVENTS
50 Likes
Jane’s Mommy @sarah @tammy @kelly
Jane’s Mommy 6min
Like Comment
LADIES!! I just HAD to share this! It is so funny,
and so true. If you go to Simply Sleep’s twitter
or tumblr they have a bunch of these, they’re
so great.
Get through your day however you can,
we’ll get you through the night.
50 Likes
Jane’s Mommy @sarah @tammy @kelly
Jane’s Mommy 6min
Like Comment
LADIES!! I just HAD to share this! It is so funny,
and so true. If you go to Simply Sleep’s twitter
or tumblr they have a bunch of these, they’re
so great.
Get through your day however you can,
we’ll get you through the night.
#sleepselfishly
We get it mom! It’s moments like these that keep you sane. Get some
sleep on us tonight. #sleepselfishly
17
20. Music Moment
Waiting for kids in the car
#sleepselfishly
Sponsored Listening:Branded Playlists:
PLAYLIST NAME IDEAS:
- Waiting for kids in the car
- Nostalgic pre kids playlist
- When whitesnake was my fave
15 SECOND RADIO SCRIPT:
Waiting for dance class to end?
Soccer practice running a little long?
Jimmy still practicing that drum solo?
Don’t worry, we got you, enjoy 30
minutes of add free listening on us.
CLICK HERE TO LEARN MORE
AND ENJOY THE NEXT 30
MINUTES OF LISTENING,
AD FREE
LETS DO IT
Get through your day however you can,
we’ll get you through the night.
20
21. Next Level Mom
Reward mom with in game currency and
extended time on their mobile games
21
24. Treat Yourself - In Store Reward
YOU DEFINITELY NEED ALL
THREE SHADES OF RED.
TREAT YOURSELF!
ENJOY $2 OFF A BOX OF
SIMPLY SLEEP.
REDEEM NOW
#sleepselfishly
Get through your day however you can,
we’ll get you through the night.
24
34. New revenue opportunity: $1,147,282
Increased awareness in non treaters by: 14.52%
Increased non treaters by: 2.89%
Awareness Trial
“Increasing The Average Coupon Redemption Rate.” Business 2 Community. Web. 12 May 2015
“Why Mobile Coupons Have 10x Higher Redemption Rate.” FunMobility Blog. 11 Oct. 2013. Web. 12 May 2015.
“Infographic: Mobile Coupon Redemption Rates | Infogram.” Infographic: Mobile Coupon Redemption Rates | Infogram. Web. 12 May 2015
5,083,510
35,000,000
14.52%
People who see our message 4X
Non Treaters
Increased awareness in non treaters by
Potential for email submissions
Guarenteed email submissions
Avg. cost of Simply Sleep
Total cost of Simply Sleep
New revenue opportunity
Consumers who submit emails
Non-treater market population
Increased non treaters by
821,429
191,176
$13.33
$13,498,025
$1,147,282
1,012,605
35,000,000
2.89%
34
35. An integrated plan to help selfless
caregivers realize they can sleep selfishly.
35
