SmartThings “Better Sleep” Campaign
Role
Senior Manager, Brand & Content Marketing
Scope
Content Strategy
Campaign Messaging
PDP Copy
Product Storytelling
Smart home devices can feel technical and confusing. The Better Sleep Campaign needed to show how the SmartThings Hub 2, Eve Weather Station, and SmartThings actually improve sleep, making technical features relatable, actionable, and human-centered across organic, paid, influencer, and in-app channels. In addition, I needed to market two partner products alongside the Samsung SmartThings hero brand to drive sales to Samsung.com.
Strategy
Goal: Connect technical product capabilities to outcomes people actually care about, such as restful sleep and custom routines that make their lives easier.
Instead of leading with technical specs, I focused the campaign on real-life benefits and daily routines.
Tactics:
Highlight how SmartThings helps users optimize their bedroom environment automatically.
Use influencer storytelling to make the products relatable, including angles for parents, enthusiasts, and lifestyle audiences.
Tailor copy to Meta Ads, in-app messaging, and website banners while keeping the narrative consistent.
Execution
All messaging reinforced sleep benefits, simplicity, and actionable solutions while keeping a consistent narrative across channels.
Influencer Script Highlights
Parent Angle: “Mom to mom, here’s my sleep hack… now my little one is sleeping longer, and I finally get more rest too.”
General Sleep Solution: “All I needed was the Smart Home Hub 2 and Eve Weather Station… now I’m waking up much more refreshed.”
Smart Home Enthusiast: “Mine is adjusting my thermostat, humidifiers, and even lighting based on my comfort level—my house now anticipates what I need before I do.”
Paid Ad Copy
Headline: Upgrade Your Sleep with Smart Technology
Body: Track your bedroom’s temperature, humidity, and air quality with the SmartThings app and automate routines for better rest. Short-term discounted pricing on Samsung.com.
In-App Messaging
Headline: Hub + Eve Weather
Body: Smarter sleep starts at home with SmartThings. Shop Now.
Website Banner Copy
Sleep Smarter with the Smart Home Hub 2 and Eve Weather — now discounted at Samsung.com. Learn More.
Outcomes
Influencer content drove direct traffic to product pages on Samsung.com.
Paid ads increased awareness of partner products, Smart Home Hub 2 + Eve Weather Station.
In-app messaging and website banners highlighted product benefits in contextually relevant ways, supporting both engagement and conversions.
Positioned SmartThings as a practical, human-centered solution for better sleep, rather than a collection of devices.
Copy Highlights
Campaign Headline: Better Sleep Starts with SmartThings
Website Banner Copy: Sleep Smarter with the Smart Home Hub 2 and Eve Weather — now discounted at Samsung.com. Learn More.
Influencer Highlight: “Mom to mom, here’s my sleep hack… now my little one is sleeping longer, and I finally get more rest too.”
In-App Messaging: Smarter sleep starts at home with SmartThings. Shop Now.