Considering we spend almost one-third of our lives sleeping, the sleep environment is paramount to whether we will get adequate rest. From bedding selections, temperature, lighting to noise, these factors can optimize the bedroom for quicker transition into sleep. In February, determined to reinforce the importance of sleep wellness, leading U.S home furnishing brand, West Elm, teamed up with the TENCEL™ brand to launch a co-branded Instagram influencer campaign — #YourBestSleep. The bedding campaign engaged U.S influencers, their networks, and the consumers to discover and share how bedding tailored to their sleep styles and design aesthetics are the first step to #YourBestSleep.
The co-branded campaign focused on bedding products featuring TENCEL™ branded lyocell fibers, which are produced responsibly with our Micro technology to offer a sanctuary of long-lasting comfort and invite a piece of nature into the home. Compared with other materials, TENCEL™ Lyocell fibers absorb moisture more efficiently and have a smoother surface area to enhance sleep quality and comfort. To set the campaign in motion and promote the #YourBestSleep hashtag, five U.S influencers were selected and seeded a full bedding set which included the all-season or extra plush duvet inserts, Brushed TENCEL™, TENCEL™ Matelasse, duvet covers & shams, and the classic TENCEL™ or brushed TENCEL™ sheet sets. The chosen influencers include Aaron Wester, Zenia Olivares, Terri Wilson, Ashley Elaine Hornberger, and Jazmine Rogers.
Each influencer promoted #YourBestSleep through sharing how West Elm bedding products made with TENCEL™ Lyocell fibers improved their sleep. On their respective Instagram platforms, influencers were tasked with getting creative in taking their audiences from an unmade bed to a fully dressed bed and share bedding styling tips while prominently displaying West Elm products. Additionally, they shared with followers the benefits of TENCEL™ Lyocell fibers and incorporated brand links to drive traffic to both West Elm and TENCEL™’s websites.
To raise awareness on the relationship between eco-friendly materials in enhancing sleep quality, influencers focused their messaging on several key TENCEL™ Lyocell fiber’s attributes: breathability, temperature control, biodegradability, and more. Within a month, the #YourBestSleep campaign was fully executed and achieved over 18,000 combined likes and the total impression reached over 375,000.
The TENCEL™ brand has always been committed to creating sustainable solutions across industries from fashion to home. This campaign with West Elm was a perfect opportunity to educate consumers on eco-friendly home textiles and simple ways they can transform their current sleeping environment to enhance wellbeing for themselves and the planet. TENCEL™ launches brand-new Pinterest page and LinkedIn Group to deepen commitment to citizenship and sustainability.