Procter & Gamble coupled two of its popular brands to celebrate arguably the most important time of year: National Sleep Awareness Week.
A National Sleep Foundation (NSF) survey found one in four adults in the United States reported experiencing occasional sleeplessness and difficult falling asleep several nights each week, according to Procter & Gamble. The corporate giant used these findings for marketing purposes last week.
On Thursday, Downy and ZzzQuil, in partnership with the NSF, set up camp at Amtrak's Penn Station to promote their products to passersby. The event featured beds with sheets washed by Downy fabric softener, and Joseph Ojile, the NSF board director, and HGTV's Taniya Nayak gave attendants tips on how to design a bedroom that is conducive to healthy sleep.
The marketing campaign also included a social media aspect. On Wednesday, Downy hosted a Twitter chat session with the bloggers behind Mom Generations and Lady and the Blog, websites that are popular among U.S. moms. During the chat, the company ran a contest to award one participant a year's supply of Downy products and bed sheets.
Downy also embraced National Sleep Awareness Week and National Nap day on its Facebook page.