Natrol offers a wide range of products across Sleep, Beauty, Brain, and Immunity, but they are best known as the #1 melatonin brand in America. We were given the opportunity to relaunch the brand’s tone, look, and personality through a campaign focused on its best-selling products. The work was rooted in a highly relatable insight: people worry about getting good sleep, stress about tomorrow, and place significant trust in customer reviews. Enter Ana, Natrol’s Quality Assurance Specialist, created as a consistent brand character and connective thread across social, display, CTV, and the brand site.
In the campaign, Ana visits satisfied customers when their melatonin products are working best—while they’re asleep.
Through a humorous and relatable creative strategy, the campaign drove a 65% increase in dollar value growth in just 12 weeks.