CHALLENGE Leading up to World Sleep Day, drive global awareness for the importance of sleep and insert Philips organically into the conversation. SOLUTION Invite international influencers on an exhausting three-day road trip to share sleep deprivation stories. PROGRAM Eight influencers ‘traveled like rock stars’ on a tour bus from LA to Austin to attend Sleep - a Philips-sponsored concert at SXSW. Along the way, influencers visited iconic landmarks and shared the impact of sleep deprivation on their social channels using #NoSleepTilAustin. Additionally, their experiences were recorded & released as a content series, distributed via Philips’ paid social channels. RESULTS • 83 influencer posts / 5.6M Potential Organic Reach • 16.8M impressions served / 2.6M video views • 8% overall ad

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