A Category Campaign Reframing Our Relationship With Rest
Charlotte’s Web - Make Peace with Sleep
The Opportunity
Sleep had become transactional.
In a wellness market obsessed with fixes, formulas, and promises, sleep was being treated like a problem to solve instead of a relationship to understand. Consumers weren’t just tired—they were frustrated, anxious, and disconnected from rest itself.
Charlotte’s Web saw an opportunity to lead the sleep conversation differently. Rather than centering on a single product, the brand set out to reclaim emotional territory in the category—positioning itself as a trusted guide for the entire need state of sleep, not just another solution on the shelf.
The Solution
Make Peace with Sleep.
Sleep isn’t broken—it’s complicated.
The campaign was built on a human truth: most people struggle with sleep because their relationship with it has been strained by stress, screens, and expectations. Instead of telling people how to “fix” sleep, Charlotte’s Web stepped into the role of relationship counselor—helping consumers rebuild trust with rest.
We brought this idea to life through an emotionally led, culturally resonant platform that romanticized the push-and-pull we all have with sleep. While Quiet Sleep Mushroom Gummies served as the hero product, the creative intentionally focused on the broader sleep ecosystem—positioning products as supportive tools within a larger ritual, not silver bullets.
The result was a category-level campaign that felt human, empathetic, and modern—anchored in emotional truth and backed by science—designed to drive both cultural relevance and portfolio-wide growth.
The Rollout
The campaign launched as a fully integrated ecosystem across PR, digital, social, influencer, email, and paid media—built around real consumer behavior and moments of restlessness.
Sleep Hotline (PR Anchor): A branded hotline featuring recorded “apologies” from sleep itself—an intimate, unexpected activation that became a major PR moment.
Email & Lifecycle: Multi-touch email series optimized for late-night send times, reaching consumers when they were actually awake and restless.
Social & Influencers: Creator partnerships centered on honesty and vulnerability—normalizing the complicated relationship with sleep.
Paid Media: Strategically timed paid social during late-night and early-morning hours, meeting consumers in bed rather than interrupting them.
The Results
Significant increase in press outreach and earned media
Measurable lift in sleep-category revenue across multiple sleep SKUs, not just one product
Increased site traffic during late-night campaign windows
Growth in social following and engagement
Expanded reach through culturally aligned influencer activations
Make Peace with Sleep reinforced Charlotte’s Web as a modern leader in plant-powered sleep—proving that emotional insight, when paired with strategic execution, drives both brand relevance and business impact.
Shout out to Common Good for helping bring this all to life!
