SIMBA

Sleepfluencing & the power of paid social—

The Brief

SIMBA approached us during a bumper pandemic year for their business with the goal of taking category ownership by positioning their two hero products - the SIMBA Hybrid Pro, and the SIMBA Hybrid Luxe as the ultimate sleep technology available. We were tasked to procure two expert content creators who could highlight the USP’s of the products and provide authentic content that could be easily split up and utilised across SIMBA’s crucial paid content strategies.

Action

We secured two leading technology YouTubers, TechFlow and Gadgets Boy, to create long-form video content that would help tell the brand and product story in a way that set SIMBA apart from its competitors. Tasked with tight shot guidance and messaging briefs from The Prophets, each resulting piece provided compelling snippets of personal endorsement and highlighted the brand's core technology credentials via a review style format.

Impact

Content from partner YouTubers was repurposed for paid social on SIMBA’s owned channels over a 12 week period. Each drove significant results and amazingly outperformed all of the brands traditional advertising content on Ad Manager. Moreover, across the talent channels the videos gathered over 50,000 views and had an average 7.6% CTR.

Social Media

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