The Challenge

Our pharma client wanted to uncover how sleep problems ripple through relationships and daily life. When one person can’t sleep, how does it affect their partner, their work, and everything in between? The project needed to dig deep into the emotional, physical, and social toll of sleepless nights while also exploring what people try (and hope for) to get some much-needed rest.

The goal? Go beyond the science to understand the human side of sleep struggles—and gather input on advertising concepts for their new medication.

Our Approach

We started broad and personal, then zoomed in for sharper focus:

Day-in-the-Life Diaries

Participants shared raw, pre-work snapshots of their mornings after sleepless nights, offering candid views of their groggy routines, frustrated partners, and struggles to power through the day.

In-Person & Virtual Interviews

We built on the diaries by diving deeper in interviews, unpacking the ripple effects of sleep loss—from work stress to relationship tensions—and how people navigate them.

Ad Concept Feedback

We brought advertising concepts into the conversation, asking participants to share what resonated, what fell flat, and what gave them hope for a better night’s sleep.

The Outcome

This exploratory journey led to actionable insights that shaped the client’s strategy:

1. Emotional Drivers

   Sleepless nights aren’t just about exhaustion—they’re about guilt, stress, and the desperate hope for solutions that actually work.

2. Real-World Stories

   Rich, relatable narratives helped the client refine their messaging to focus on the connection between better sleep and better relationships, productivity, and well-being.

3. Clearer Ad Concepts

   Feedback on advertising ideas guided tweaks to make the campaign feel authentic and empowering, giving people confidence in the new medication.

"When you understand the toll of sleepless nights, you don’t just sell solutions—you bring people hope for brighter days and more peaceful nights."