As a brand that sells a beverage that helps people fall asleep, Good Night Drink wanted to create a campaign that would also highlight music as a natural sleep aid. As a result, #GoodNightMusic was created.
The beverage brand put out a call to both existing and prospective consumers on Twitter, asking them to submit a song that helps ease them into sleep. As a result, a comprehensive crowdsourced list of soothing songs was generated on YouTube, creating an extensive list of tracks to fall asleep to.
As insomnia and other sleep problems are a big problem around the world, this brand campaign is a clever way to show that a quick fix doesn't always have to come from a product, although that is also an option.