The average age of a sleep apnea patient is 35 and older – right in Facebook’s sweet spot. So we focused our energy on a handful of strategic, focused, and ultra-targeted paid ads. Once we hit the right influencers with the right message, the campaign took off like wildfire. And, by rapidly responding to comments - negative or positive – immediately, we built more trust. The community even began to answer questions for each other! Airing had turned into a movement.
To further project trust and credibility, a simple brand toolkit was just what the doctor ordered to jumpstart Airing.
We began a simple logo as airy, light, modern and friendly as the product itself. A bright, but simple color palette provided an upbeat, fresh feeling - an aspiration for this audience indeed, many of whom hadn't had a good night's sleep in years. And the iconography style riffed off the simple lines of the logo, while the photography focused on comfort of both the device and the feeling of truly restful sleep.
The success of the brand look and feel is summed up by Engineering.com who wrote about the campaign website and promotional materials, "Airing is a huge company with lots of money backing the venture." Their assumption couldn't possibly have been further from the truth. In fact, the media spend on the campaign was a mere $372.