Urban Ladder wanted to draw attention to one of its categories: beds and mattresses, without investing in a mass media campaign. So we created Drift, a collection of the tiny bedtime stories and sent them out to potential customers. The message was that Urban Ladder’s beds and mattresses are so comfy, their chances of getting through a long bedtime story are next to nil! I was a co-writer of this book.

Within days of the book being shipped, social media influencers and customers started talking about it, prompting others to request copies – proof that when content is really interesting, people will also ask you to advertise to them. Drift was an Inbook and Blue Elephant Winner at Kyoorius Creative Awards 2017 and was featured on Ads Of The World.

 

 

Social media response: